Myth 1: Being a real estate brand is a real estate boutique. "Being a real estate brand" and "being a real estate boutique" are two different rules of the game. "Building real estate brand" is an open method system based on customer cognitive management. The starting point of the game is consumers' minds, and the ultimate goal is to build a strong real estate brand in consumers' minds. "Building excellent real estate" is a set of aggregation method system based on total quality management. The starting point of the game is the real estate products developed by developers, with the aim of shaping real estate products. Shaping a strong real estate brand includes the basic work of shaping real estate products. Myth 2: It is a long-term cultivation process to have no quick real estate brand. We must abandon and sacrifice the short-term sales and income of real estate and prepare for a protracted war. This statement makes many developers who try to be real estate brands retreat, and also makes most developers wander outside the door of real estate brand operation so far. However, the successful operation of real estate brands such as Olympic Garden and Country Garden proves that real estate brands can be accelerated completely. Myth 3: To be a real estate brand is to do business in good faith and honestly honor customers' promises. In essence, a real estate brand is the most solemn and important promise made by developers to consumers through real estate products (including services). However, the brand operation of real estate is not just "honestly fulfilling customers' promises". Fulfilling customers' promises is only the most basic condition for real estate brand operation. The noblest mission of real estate brand operation is to create high-value real estate brands. Have a brand impression with high customer recognition and a large number of customers and potential customers who agree with the brand. Myth 4: Brand is a trademark, and the trademark of real estate is a part of real estate brand. Real estate trademark is the symbol and name part of real estate brand, which is convenient for consumers to identify. But the connotation of real estate brand goes far beyond this. Real estate is not only the name and symbol of real estate, but also the comprehensive symbol of real estate. Need to give the image, personality and life of the real estate. The design of logo and name of real estate is only the first task and an indispensable procedure to establish a real estate brand, but to truly become a real estate brand, we must start to improve it from the aspects of brand personality, brand identification, brand positioning, brand communication and brand management. Myth 5: To be a real estate brand is to be a "concept" and a "selling point". However, to build a real estate brand, it is not enough to have the soul of "brand concept" and "brand selling point", but also to need the support and support of a complete and vivid "brand life organism". Myth 6: To be a real estate brand is to be famous, and to be a "star property" to measure the value of a real estate brand. In addition to brand awareness, it also depends on brand esteem, brand satisfaction, brand loyalty and other indicators. The score of each indicator depends on the sum of their scores in brand impression integrity, memory, profundity, brand feeling, precise positioning and purchasing values. Myth 7: Small companies don't need and it's hard to build real estate brands. When many small and medium-sized developers talk about real estate brands, there is a misunderstanding, that is, "branding is something to come." It is imperative to accumulate capital, do a good job in sales planning and sell the house as soon as possible. " . Indeed, the initial investment in real estate, lack of funds, lack of experience, limited capacity, inadequate management and so on. Survival risk is still a big problem. Who is qualified to talk about real estate brands? However, the real brand operation mode of real estate is not only a long-term strategy for large real estate developers to build high-value real estate brands, but also a clever low-cost value promotion for small and medium-sized developers through one-step real estate brand operation strategy.