The role of brand in real estate enterprises is reflected in:
1, which is conducive to establishing corporate image;
2. It is helpful to establish the demand preference of customer groups and cultivate loyal customers;
3. It is helpful to the sales of enterprise products and increase market share;
4. Conducive to market segmentation and market positioning of enterprises;
5. Simplifying the introduction and promotion of new products of enterprises and saving the cost of putting new products into the market;
6, help to cope with competition and maintain competitive advantage.
Kotler, a marketing scientist, believes that a brand is a name, term, logo, symbol or design, or a combination of them. Its purpose is to identify the products or services of a seller or a group of sellers and distinguish them from those of competitors.
The key point of the brand is a set of specific features, benefits and services provided by the seller to the buyer for a long time. A brand can express six meanings: the characteristics of the product; The benefits of the product; Values of product suppliers; Some cultural characteristics; A certain character; Indicate the buyer or user. Domestic scholars generally believe that a brand is the sum total of a series of designs and activities, including trademarks, to convey product characteristics, interests, values accepted by customers, cultural characteristics, personality that customers like.
Brand includes the long-term integrated marketing communication activities of enterprises, or it includes all the factors that affect and create enterprises and products. Brand is a relatively stable and unique nature gradually formed in the long-term interaction between enterprises and the market, and the degree of recognition, trust and acceptance of enterprises by the market is the basis of brand value.