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当居住地产即将驶入“品牌化快车道”时,我们开始解读品牌。所谓房地产品牌,是由房地产发展商在进行房地产产品开发经营的同时,有计划、有目的地设计、塑造并由社会公众通过房地产产品的品质和价值的认知而确定的标志,是公众对房地产产品的理性认识和感性知识的总和。良好的品牌形象是消费者和发展商之间建立起的一种关系,这种关系对消费者而言是一种信任,对发展商而言则是一种承诺。它不仅代表了功能和利益,更具有心理的和情感的价值,这实质上是企业文化、楼盘价值提升的整合过程。地产品牌主要由两个方面组成:一个是项目品牌,另一个是企业品牌,我们可以用一个小调查来考察两种品牌的市场现状。
When living in real estate is about to enter the “brand fast lane”, we begin to interpret the brand. The so-called real estate brand, real estate developers in the development and management of real estate products at the same time, there are plans, purposefully designed, shaped by the public through the real estate product quality and value of the recognition of the logo, is the public on the real estate The product of rational knowledge and perceptual knowledge of the sum. A good brand image is a relationship established between consumers and developers that is a trust for consumers and a promise to developers. It not only represents the function and interests, more psychological and emotional value, which is essentially the corporate culture, real estate value to enhance the integration process. Real estate brand mainly consists of two aspects: one is the project brand, the other is the corporate brand, we can use a small survey to examine the market status of the two brands.