How to build brands of real estate enterprises and projects?

Two projects, Yuanyang and Xingyang, both take the brand as a strong support point for their own sales. Why is Yuanyang's brand effect better? How do development enterprises successfully build brands? Since 2005, the author has studied many articles about brand effect. After finishing and merging, I hope to share them with you, and welcome your advice. First, the meaning of real estate brand real estate brand is a fashionable concept frequently used in the real estate industry at present. However, due to various reasons, there is no authoritative and systematic explanation of the connotation of this concept in theory. The definition of general real estate brand is based on the definition of general brand. For example, real estate brand is based on the quality of real estate, to explore and enhance the character and taste of real estate, to establish the visibility and reputation of real estate, and to create added value and intangible assets of real estate. Real estate brands can be divided into real estate enterprise brands and real estate property brands. Real estate enterprise brand refers to the overall social reputation of real estate enterprises, while property brand is the public's cognition of the social value of a specific property development project. Generally speaking, the relationship between them is the relationship between the whole and the individual. The formation of real estate enterprise brand is based on the creation of various property brands, and the formation of real estate property brand is directly influenced by enterprise brand. The two promote and restrict each other, which can be said to be a glory and a loss. Due to the characteristics of the real estate industry, real estate development enterprises generally do not apply for a trademark logo similar to that of general products for a certain project. So as far as real estate development is concerned, there is no corresponding relationship between real estate brands and trademarks. In other words, some companies or buildings have good brands but no corresponding trademarks. We still believe that real estate brand mainly refers to consumers' inner feelings about products or services. However, due to the characteristics of many links involved in real estate products or services (from developers' conception, planning and design to related services after the property is put into use), long use time (from planning and design to the loss of use function of the property) and many influencing factors (location, design scheme, building materials quality and construction quality, property management, etc.), real estate brands are different from property management. Real estate brand is the inner feeling of the public through the cognition of the quality and value of real estate institutions and their products and services. It is an intangible asset of a real estate company. It is the result of long-term interaction and action of many factors. The following elements can be extended from the above definition: 1. The main body of real estate brand evaluation is the public, among which real estate consumers are the most important brand evaluators. They not only evaluate real estate brands before buying, but also through the consumption process of real estate goods and services. Of course, media people, real estate and related industry experts also have an important influence on real estate brands. 2. Real estate brands not only refer to products organized by real estate enterprises, but also include related services. For example, an important reason why the brand of Shenzhen Vanke Real Estate Company can be established is that its property management has improved its brand. 3. The content of real estate brand evaluation is quality and value. The brand quality of real estate mainly refers to the qualification, quality, quality, performance, grade, management, service, style, price and technology of institutions and products. Second, the particularity of real estate brands compared with general brands. Real estate is a very special product, which is significantly different from general consumer goods: 1. Real estate is an expensive commodity, and consumers' purchase decision is influenced by many factors, so it is difficult for real estate brands to play a key role in real estate purchase decision. Real estate is an expensive commodity. People spend all their money and efforts to buy a house, and the purchase decisions made by most consumers often affect their lives. This determines that consumers pay close attention to and participate in real estate commodities. The benefits of one or two points will not make consumers pay for the package at all. The so-called emotional value can't play a decisive role in buying a house, which is more obvious in the current situation that the house price in China greatly exceeds the income level of residents. Therefore, if we want to reach interactive communication with consumers, we must have more practical rational interests, such as the information points of actual concern, environment, price, etc., so that they can make their own comprehensive evaluation and make purchase decisions. 2. Real estate is a highly posterior commodity, which makes the brand, as the guarantee of posterior factors, play an important role in influencing consumers' purchase decisions. The so-called posteriori of goods means that consumers need to use a certain quality of goods for a period of time before they can clearly understand it. Many qualities of real estate products, such as sunshine, ventilation, noise and so on. It takes consumers a while to get to know them completely. With the injection of science and technology, the development of building materials, the change of consumption fashion, the change of lifestyle and living style, there are more and more variables in real estate. For example, as the architectural form of building facade, many changes will take place in just a few years, and correspondingly, the construction period of real estate projects is also relatively long. Therefore, it often appears that the architectural style is novel when planning, and it is out of date after completion. Moreover, once a real estate project is formed, it is difficult to transform. Unlike a large number of users, technical parameters can remain relatively stable, or the same brand can be continuously upgraded. 3. There are few repeated purchases in real estate sales, which weakens the role of brand loyalty in the real estate field. Due to the individuality of real estate commodities, it is difficult for real estate developers to produce a large number of homogeneous or similar commodities of the same brand like the producers of general commodities, which makes it difficult for real estate commodities to be bought repeatedly by consumers like general commodities. 4. The regionality of real estate products leads to the strong regionality of real estate brands. Real estate is the strongest product in the region, and there is a saying of location determinism in the industry. A real estate project is aimed at a consumer group in a city, or even just a consumer group in a certain area of the city. It will not spread from one city to another, nor will it spread to all parts of the country. The wider the target market occupied by consumer brands, the more fully the brands can develop and the more they can create value. The geographical expansion of any brand in Zhang Zhilu is from regional brand to national brand and then to international brand. The same is true of real estate brands. However, compared with general consumer goods, the regional characteristics of real estate brands make it more difficult to expand their brands. Third, the role of real estate brands Although real estate brands cannot play a decisive role in the purchase of real estate commodities, real estate brands still play an important role in the purchase of real estate. There are mainly the following three aspects: 1. Accelerate customers' purchasing decisions. Because real estate is a major purchase decision that affects the lives of ordinary consumers, consumers will be more cautious when buying other commodities, and will go through a long process of choice, concern and decision. A good brand can weaken consumers' doubts about posterior factors to a certain extent, thus speeding up the decision-making process. In this way, the sales speed of the whole real estate project will be accelerated, thus reducing the sales expenses and accelerating the withdrawal of funds. 2. Price elasticity reduces the demand of brands, creating a new competitive dimension for commodities. A good brand can enhance the irreplaceability of real estate products, so that customers' sensitivity to real estate prices will be reduced, which makes the properties with high-quality brands sell at higher prices. 3. Improve customers' tolerance for real estate defects. Even brand real estate will have defects. This is because buying real estate is a major decision that affects consumers' lives, and consumers will definitely look at real estate with a more critical eye. Brand real estate can reduce customers' dissatisfaction with real estate defects by virtue of its brand influence. For example, the urban garden developed by Shenzhen Vanke in Shanghai, although located in the once remote Qibao, has been successful with the company's strong brand influence. Brand has created a new competitive dimension for commodities. A good brand can enhance the irreplaceability of real estate products, which enables real estate with high-quality brands to sell at higher prices. Link: Buyers' understanding of real estate brands Although the role of the developer's brand factor is not very high among the factors that consumers consider when buying a house, the survey conducted by Fangshang Real Estate Research Center reflects that consumers' understanding of the brand role is still relatively rational. 52.57% of the respondents think that a good real estate brand means quality first, followed by reputation (43.74%) and safety (44.66%), and only 1 1.73% think that a good real estate brand embodies identity and status. It can be seen that excellent brands help to improve buyers' trust in the quality of real estate, and quality has become the primary factor for consumers to judge the quality of real estate development enterprises. The survey shows that newspapers are still the most important channel for consumers to understand real estate information, accounting for 70.62%; Exhibition is the second, accounting for 50.99%; Television (accounting for 35. 18%), magazines (accounting for 22.27%), billboards and neon advertisements (accounting for 14.36%) and radio (accounting for 1 1.07%). Although a few people say that they use the Internet, most people think that the Internet is too illusory and unreliable. There are also some people who say that they learned about it through experts and friends, or they visited the house on the spot, but compared with the whole market, there are still very few people who have such channels. Four. Building a real estate brand: The status quo of brand building in the real estate industry can also be viewed dialectically by "dichotomy". On the one hand, with the increasing competition in the real estate market, some real estate companies realize that the price war is not feasible, which is also a kind of damage to the company's profitability. The lots that consumers fancy cannot play a magic weapon because the lots are constantly changing. The only good way to compete is to build a good brand in the process of continuous development, enhance the competitiveness of the company through continuous brand accumulation, and improve the profitability of the company's projects. Under the guidance of this idea, many real estate companies have strengthened their emphasis on brands. In terms of project development and company management, we have increased the investment in brand creation and maintenance, and paid attention to the CI design of company image. This makes some regional brands and national brands stand out from the competition. Looking at the present situation of brand building in the real estate industry, there are mainly the following characteristics: 1, and the main way of brand building is to shape star buildings. Many enterprises pay more attention to the finished product itself in brand building, hoping to promote the brand building of enterprises by building star real estate. However, although the "star" attribute is related to a successful brand, it is not the same thing. "Star" real estate projects often have great contingency. For example, in a certain region, because the real estate industry lags behind, even if the quality of the real estate is relatively average, it is also popular because of the market's thirst for food or because of the "star bubble" caused by excessive advertising investment. The core competitiveness, brand awareness and reputation of "star" real estate are unmatched by successful brands, and its influence is often not limited to the real estate field, but also reflects the spirit of the times and future consumption trends. 2. Innovation is an important means of brand building. Over the years, the real estate industry has a single product type, and it seems very difficult to innovate and upgrade products (services). And constantly improving the function and utility of products (services) is the most fundamental requirement of the market. In recent years, some real estate enterprises have created the brand of products or enterprises through product and business innovation, which conforms to the law of brand development. Such as "Roy Wrong Edition" and "Jinfeng Yiju Underwriting". 3. Brand promotion lacks coherence and pays too much attention to sensational effect. Many real estate projects advocate "idea planning" and are often obsessed with some "strange tricks". No matter whether it is "positive ideas" or "crooked ideas", as long as they have a social sensation effect, they rarely consider the negative effects brought by crooked ideas. Often the project is famous, but it has nothing to do with the brand's reputation, leaving a pile of unfinished buildings. 4. Brand image spokesperson and brand image Many real estate projects choose celebrities as product image spokespersons, hoping to improve their popularity in a short time. However, the bigger the brand, the more it can represent the image of the product (enterprise). We should analyze and determine the relevance and credibility of a celebrity's image and product (enterprise), and the positioning of celebrity itself should be consistent with the positioning of product (enterprise). Abuse of celebrities and self-defeating practices often occur, and this dislocation can only be harmful to the spread of brands. At present, the brand building of real estate enterprises is carried out through advertisements, exhibitions, distribution of corporate publicity materials, sponsorship of social activities, etc., but advertisements, especially newspaper advertisements, account for an absolute large proportion. The content of advertisements is nothing more than promoting how luxurious and noble the real estate is, plus some inflammatory words. The singleness and similarity of propaganda form and content make the whole real estate industry lack innovative spirit. In addition, as far as advertising is concerned, it is not difficult to find that there are many real estate advertisements and few image advertisements of developers (that is, enterprises), which cannot meet the needs of market competition. Corporate image advertising has the function of establishing the brand of real estate market in real estate sales. But the formation of brands, especially real estate brands, is very difficult. There are two reasons: first, for quite some time, the brand awareness of real estate developers in China is weak, and they only pay attention to the popularity of real estate and ignore the corporate image. Second, there are some unfavorable factors in the brand management of real estate, which involve all aspects of real estate development. These reasons lead to few well-known brands in the real estate market. 5. Brand positioning pays attention to the emotional needs of consumers. Generally speaking, the brand image of real estate enterprises in the eyes of consumers is relatively emotional and simple. Consumers' evaluation of real estate brands mainly focuses on the strength of real estate enterprises, the number and attractiveness of advertisements, the level of property management, the grade of real estate, the design style of real estate and the quality of construction. Moreover, the evaluation of real estate brands is very different between owners and ordinary consumers. Owners pay more attention to property management, the overall planning of the community and the community environment, while ordinary consumers pay more attention to advertising media and the perception of the sales site because they have no personal living experience. In addition, what needs our attention is that the brand value that consumers want to convey to real estate enterprises is usually not as rational and profound as enterprises and experts think. For example, Vanke's corporate culture is to create unlimited life and want to be a professional brand, while consumers think that Vanke's brand image is good property management and more advertisements. Vanke wants to convey the professional brand connotation to consumers, and because many consumers have not bought Vanke's house, it is difficult to understand the professional concept that Vanke wants to convey. In addition, for example, what consumers can understand and feel about the concepts such as green real estate and Green Community, which are of great concern to everyone at present, are mostly the full of green in the community, with tree-lined trees and harmonious relations among owners. What real estate enterprises want to convey is the connotation of sustainable development community, comprehensive ecological community, energy saving and environmental protection of building materials. Under normal circumstances, it is difficult for consumers to generate relevant associations. Therefore, when building brands, especially when positioning brands, real estate enterprises should not think too professionally and rationally about ordinary consumers and give their brands more rational things. Housing enterprises desperately want consumers to know how professional and responsible my brand is, but consumers are mainly concerned about construction quality, property management, community environment and so on. Such brand positioning is difficult to impress consumers and make them scream. When making brand positioning, real estate enterprises must pay more attention to the simple and perceptual needs of consumers. 6. Brand communication should give full play to the role of real estate member organizations. Due to the particularity of products in the real estate industry, real estate developers must give full play to the role of real estate member organizations when managing and building brands. Because in the process of buying a house, consumers pay more and more attention to the publicity of word-of-mouth brands, and they don't believe in media propaganda more and more, and the higher their education and income level, the less they believe in media propaganda. Therefore, unlike other industries, the real estate industry can only improve its brand awareness by using the wide spread of the media. If you really want to enhance the brand reputation and turn it into a real purchase, you must rely on the solid work of member institutions. At present, real estate developers with good member organizations, such as Vanke Club, China Merchants Association and Hesheng Club, can make good use of member organizations to strengthen and convey the intrinsic value of brands. Moreover, many of Vanke's houses were introduced by the owners and Vanke Club members, and the owners repurchased them themselves, and some of them were purchased by non-owners and members. Through various activities carried out by member organizations, the brand connotation of real estate enterprises can be well conveyed to owners. And there are good activities and real performances as carriers, and the owners can understand and absorb them well. As far as I feel, real estate member organizations are the most effective tools for corporate brand communication. 7. Establish the concept of brand equity. Brand is an intangible asset, a collection of comprehensive factors such as brand loyalty and popularity, and an endless pursuit of enterprises. For real estate enterprises, brand assets need to invest a lot of manpower, material resources, time and funds to improve brand awareness and improve consumers' recognition of brands. Highlight brand personality. Brand is difference and personality. Brand marks the special identity of a product, which distinguishes it from other products. Each brand has its own specific connotation, which shows that it has a unique target market and a target customer base with the same cognition. Developers should do a good job in the target market positioning in the pre-project planning, highlight their own brand personality, and not blindly follow the trend. 8. Pay attention to brand extension Under the fierce market conditions, the era of "the emperor's daughter is not worried about marriage" and "good wine is not afraid of the deep alley" has become a thing of the past. Any enterprise or project, no matter how good it is, must be recognized by the market and win consumers through good brand promotion. Therefore, in the era of brand competition, brand planning is particularly important. In China real estate enterprises, brand planning has not really started, and many enterprises only stay in the formal stage. Some enterprises believe that just using some flowery words in advertisements is obviously not enough to improve taste and attract consumers to buy houses. A successful corporate brand lies not in its external form, but in its connotation, which is recognized by consumers. Brand planning is a systematic project, which is an implementation plan that enterprises adopt after analyzing and recognizing their own brands, which is conducive to product sales and expanding market share, so as to scientifically formulate marketing strategies and advertising strategies. Including the rules and implementation of brand identification, brand positioning, brand personality, marketing strategy and communication strategy. The particularity of real estate enterprises determines the importance of brand planning. Real estate enterprises must find the right starting point, locate accurately, innovate constantly through various forms of publicity, learn from others' strengths and surprise attacks, fully tap the connotation of their own brands while showing their external forms, and truly become household names. The particularity of the real estate industry also determines that it is difficult for real estate project brands to form corporate brands.