房地产业已进入品牌竞争时代,以品牌为核心已成为企业重组和资源重新配置的重要机制。美国广告专家利维·莱特有一句名言:未来的营销,是品牌的战争——以品牌互争长短的竞争,拥有市场比拥有工厂重要的多,而拥有市场的唯一途径便是拥有占市场主导地位的品牌。 从企业管理角度看,品牌资产是一系列的财产,包括品牌认知、品牌忠诚、品牌体现的品质、品牌联想等,这些都是与品牌名称及其标志联系在一起的。对房地产企业来说,品牌资产是一种超越生产、商品等所有有形资产的外在价值。探求品牌轨迹,加强品牌资产管理已经是摆在房地产开 Real estate industry has entered the era of brand competition, brand as the core has become an important mechanism for corporate restructuring and resource allocation. US advertising expert Levi Wright has a famous saying: the future of marketing, is the brand of war - the length of competition in the brand competition, the market has more important than the ownership of the factory, and the only way to own the market is to have a market-leading Status of the brand. From the perspective of business management, brand equity is a series of property, including brand awareness, brand loyalty, brand identity, brand association, etc., which are all linked with the brand name and its logo. For real estate companies, brand equity is an external value that goes beyond all tangible assets such as production and goods. Explore the brand track, strengthen brand equity management is already open in real estate