Where is the brand marketing plan of real estate?

Strategic conception of brand marketing

First, establish a brand name.

Brand is the forerunner of real estate brand construction. A mature real estate name should include brand name, positioning name and common name of real estate projects.

The developer of this case is Jinyu Ye Jia Real Estate Development Company.

Suggestions on the name of this case: "Golden Corner Gathering Garden"

"Golden Corner" is the brand name, and "Gathering" refers to the demand for products, gathering many famous teachers to create the best products, and "Garden" is the general term of the project. Because "Jinjiao" Company has successfully developed many projects, for example, in the development of this case and subsequent development projects, the establishment of brand name will undoubtedly strengthen the brand name in advance and establish the brand image.

Second, the launch of brand positioning.

Brand positioning determines brand personality. Accurate and unique brand positioning and brand personality are helpful to rapidly enhance the brand value of real estate companies.

This case puts forward the brand promotion concept of "Building a Well-off New Life in Jinyu Ye Jia".

At the 16th National Congress of the Communist Party of China this year, the Central Committee clearly put forward that "building a well-off society in an all-round way" will be the guiding program of China's next five-year plan, and "keeping pace with the times" will be the guiding slogan of China's economic development, which will inspire the people of the whole country to unite strongly and move towards a higher-developed well-off society.

The brand positioning of this case is to respond to the call of the country. While the national economy is developing in an all-round way, based on the development and construction of real estate, the real estate industry, as one of the pillars of the national economy and industry, is driven to a higher standard and a well-off life is built, which is to make China's real estate industry move towards a higher level of well-off life that is more livable and suitable for business.

Third, put forward the product brand strategy.

Real estate developers either pursue civilian brands and establish a brand image of "low price and high quality"; Either take the upper route; Either under the banner of fine products; Either implement the differentiation strategy and highlight the connotation, characteristics, individual selling points, differences or distinctive appeal points of their own brands.

Due to the particularity of development, this case is affordable housing. We should not only consider the coefficient determined by the government, but also consider the consumption level of the new market and the economic development plan, and maintain a moderate shortage in line with the current situation to ensure the steady growth of demand and give play to the pulling role of housing construction. Therefore, this case puts forward that the core idea of product brand positioning is "the price of affordable housing and the quality of commercial housing", that is, "reflecting but not luxurious and economical", which reflects its own cultural attributes.

Using rationalization index to build an economical community with modern flavor.

1) product quality system: excellent and advanced.

2) Product brand function planning:

First of all, the quality of planning and design should reflect the idea of sustainable development, which has certain advance and variability. Second, the quality of the project, including design, architecture, structure and decoration, should be high-quality. Third, to create a better environmental quality, we should have a certain cultural taste in space, surface, greening and architectural layout, and create a good living environment. Fourth, the facilities are complete. Public facilities such as transportation facilities, living service facilities, cultural and sports facilities are basically complete.