seven misunderstandings of real estate brand operation（地产品牌运营七大误区） 12页

Sevenmisunderstandingsofrealestatebrandoperation（地产品牌运营七大误区）Misunderstandingone:dorealestatebrandistodorealestateproductsNowadays,theso-called"productism"prevailsintherealestateindustry.Infact,therealestateproductsandtherealestatebrandsaretwodifferentconcepts,bothofwhicharedifferentandrelated.1.,therealestatebrandisthesumofconsumers"feelingsabouttherealestateproducts.Essentiallyitisanabstractandintangibleconcept,whichexistsinthemindsofconsumers;andtherealestateproductsistherealexistenceinreality,includingconstruction,municipal,environmental,facilitiesandotherfactors,itisconcreteandvisible.2.,therealestatebrandishigherthantherealestateproducts.Theconnotationoftherealestatebranddeterminesthenatureandcontentoftherealestateproducts.Differentrealestatebrandsenablepeopletorecognizethebasiccharacteristicsoftherealestateproducts,whicharedifferentfromthequality,characteristicsanddesignofotherrealestatebrandproducts.Anobrandofrealestateproducts,onceaplanned"implanted"realestatebrand,whichwillcompletelychangetheoriginalrealestateproducts.Therefore,theintangiblerealestatebrandisthelifeandsouloftherealestateproduct,andthebranddeterminesthepersonality,personality,temperamentanddemeanoroftheproduct. 3.,therealestatebrandtotherealestateproductsasthecarrier.Realestateproductsdonotnecessarilyhaveabrand,buteachbrandmusthaverealestateproducts.Therealestateproductisthefoundationoftherealestatebrand.Withoutgoodrealestateproducts,therealestatebrand,whichisusedtoidentifythesourceandpersonalityoftherealestateproducts,hasnosurvival.Arealestateproductcanonlybetrusted,recognizedandacceptedbyconsumers,andcanbuildupastrongandcloserelationshipwithconsumers,sothatitcansurviveforalongtime.4.,"dorealestatebrands"and"dorealestateboutique"aretwodifferentrulesofthegame."Realestatebrand"isbasedonthecustomermanagementsystemisasetofcognitivemethodonthebasisofopencenter,thestartingpointofthegameistheconsumer"smind,theultimateaimistocreateastrongrealestatebrandinthemindsofconsumers."Realestateboutique"isasystemofconvergentmethodsarebasedonthetotalqualitymanagementasthecenterofthestartingpointofthegameisthedeveloperofthedevelopmentofrealestateproducts,itsaimistocreateaboutiquerealestate.Shapingastrongrealestatebrand,includingshapingthebasicworkofhigh-qualitygoods.Misunderstandingtwo:nocrashrealestatebrandsManypeoplebelievethattherealestatebrandisnotovernight,thebrandisalong-termprocessofcultivation,wemustabandonandsacrificetherealestateshort-termsalesandbenefits,makegoodpreparationsforprotractedwar.Thisisanattempttodosomanyrealestatedevelopersbrandname,sothatmost developershavesofarremainedoutsidetherealestatebrandoperatinggate.Afteryearsoftheoreticalstudyandpracticalsummarythat:"realestatebrandoperation"isnotonlythedeveloperforthesurvivalanddevelopmentofhigh-levellong-rangestrategy,whilethedeveloperisrapidlyincreasingsalesintheshortterm,promptlyraisethevalueofleadingproductsmarketing.Thesuccessfuloperationoftherealestatebrandssuchasmoderncity,sunshine100,Wanquannewhome,OlympicGardenandBiguiyuanhasprovedthattherealestatebrandcanbespeededupcompletely!Therapidoperationoftherealestatebrandmusttakethefollowingsteps:1.accuratepositioningWhentherealestatebrandentersthemarket,firstofall,wemustdothefourmajorpositionsofthebrandmarketpositioning,brandconcept,brandproductsandbrandtiming.2.stepinplaceTherealestatebrandoperationnotpiecemealrollingdevelopment.Stepbystep,referstothedeveloperscale,totalinvestmentandinputfactors,suchasmanpower,capitalandothercompetitiveadvantagestoachievealargeramountandhigher levelsandhigherstartingpoint.Howbigisthisquantity?Howhighisthelevel?Accordingtothesizeoftheprojectitself,marketdemand,competitorslevelsandpotentialcompetitors,dynamicsituationandthedeveloper"ssubjectivegoalstodetermine.3.isbetterthannoneIndeterminingthespecificamountofinput,duetoincompleteinformation,itisdifficulttofinda"nodifference","nomore"and"many"oftheappropriateboundaries.Therefore,intheproductioneffectisdifficulttoaccuratelycontrol,theimpactofthesuccessofthedecisiveinputfactorsandinputsmaytakethe"betterthannolonger"principle.4.,establishanearlyadvantageTheimplementationofbrandstrategyoftherealestatecrash,meansthatdeveloperswillbethefuturegrowthtargettoaccelerate,themeanssuchasbrandcompetition,pricecompetition,channelcompetitionandcommunicationandpromotionofcompetitiveness,totheoptimalconditionsaccordingtofuturegrowthtargetsnecessarytosetup,ifnottothescaleofeconomyandtotaketheconditionofscaleeconomylowprice,largescaleandlargepublicity,publicitychannelsandnetworkproducts.Onlyaheadofschedule,canadvancebigdevelopment.5.concentrationTheso-called"centralizedcentralizedresourcestodothe brandandthebrandfocus:1.Inthecaseofresourceconstraints,developersarerequiredtofocusallresourcesononegoal.2ofthemostconcentratedbrandoperation.Intime,multipleresourcesandcapabilitiesarearrangedatseveralkeystagesofdevelopment;spatially,anumberofresourcesandcapabilitiesareconcentratedononeorafewimportantactivitiesandgoals.3andthebrandoperationcoordination.Inthewholeprocessofbrandoperation,maketheresourcesandactivitiesachievethegoalofconsistent,consistenteffect,mutualcooperationandmutualuseofaunifiedandcoordinatedwhole.6.accuratethree-dimensionalwarfareOperationoftherealestatebrandaccuratethree-dimensionalbattlemode,istherelationshipbetweenthetargetandthecleargoalsandmeansclearandexplicitrelationshipbetweenindustrialinvestmentandasetofaccuratebrandmarketingsystem.Thissetofprecisemethodsystemoncestarted,willproduceall-powerful,shockingeffect.Misunderstandingthree:dorealestatebrandisgoodfaithinbusiness,honestcustomercommitmentInessence,therealestatebrandisthedeveloperthroughtherealestateproducts(includingservices)forconsumersthemostsolemnandmostimportantcommitment.Realestatebrandcommunicationisthedevelopertoinfectiousvarioussignalstoconsumerstopromotethiscommitment,consumeracceptanceofinformation,throughthepurchaseofconsumer,thebrandcalibrationofrealestateproducts,feeltheexistenceof commitment.Ifconsumersperceive,accept,andtrustthecommitmentoftherealestatebrand,thentherealestatebrandwillhavethequalificationstosurviveinthepropertymarket.Buttheoperationofrealestatebrandsismorethanjustanhonestpromisetomeetcustomers".Tofulfillcustomercommitmentsisonlythemostbasicandessentialconditionfortheoperationofrealestatebrands.Andthemostnoblemissionoftherealestatebrandoperationistocreatehighvaluerealestatebrands.Highvaluerealestatebrand,whichhasahighdegreeofbrandidentity,hasalargenumberofcustomersandpotentialcustomerswhoidentifywithbrands.Therealestatebrandwiththisadvantageisequivalenttohugecapitalresources.Determinehowvaluablearealestatebrandis,thatis,howmanybrandimpressionsithas.Eachbrandimagerepresentsacustomerwhoidentifiesthebrand.Howdorealestatebrandimpressionsachievehighercustomeridentity?Thefollowingconditionsareessential.Atthesametime,theseconditionsconstitutethefivemajorobjectivesoftherealestatebrandcreation,butalsothefivemajorcharacteristicsofhigh-valuerealestatebrands:1.,customers"integrityandfullnessofbrandimpression;2.,thecustomer"sprofoundimpressionofbrandmemory;3.,thecustomer"sbrandimageofgoodfeelings; 4.,brandimpressionandcustomer"skeypurchasemotivationareestablished;5.customerbeliefsaboutbrandformation,purchaseinstruction,andvalues.Misunderstandingfour:realestatebrandistherealestatetrademarkRealestatebrandsandrealestatetrademarksareeasilyconfusedapairofconcepts.Manydevelopersmistakenlybelievethatafterthesaleofrealestatetrademarkshavebecomeabrand,infact,Theyarerelatedanddifferent.Realestatetrademarkispartofthepropertybrand.Realestatetrademarkisthesignandthenameoftherealestatebrand,whichmakesiteasyforconsumerstoidentify.Buttheconnotationoftherealestatebrandisfarmorethanthis.Realestateisnotonlyarealnameandsymbol,butalsoacomprehensivesymbolofrealestate.Needtogiverealestateimage,personality,life.Thefirstdesignlogoandnameoftherealestatemarketisarealbrand,isessentialprocedures,buttoreallybecomearealestatebrand,butalsotothebrandpersonality,brandidentity,brandpositioning,brandcommunication,brandmanagement,thecontentofthe.Thus,consumerawarenessoftherealestatebrand,willbetheformtocontent,fromperceptualtorational,fromshallowtodeep,thuscompletingtheunknown-understanding-understanding-step-surebehavior,theformationofcustomerloyalty. Misunderstandingfive:dorealestatebrandistodo"concept",do"sellingpoint""Realestatebrand"concept"or"sellingpoint"planningisoneofthecorecontentsoftherealestatebrandoperation.Itcanbesaidthat"brandconcept"isthesouloftherealestatebrand.Generallyspeaking,theplanningoftherealestatebrandconceptcanproceedfromthefollowingaspects:1.defineabrandasapointofinterestsuchascustomerusefulness,emotionalneeds,orself-expression.Suchas:"ecologicalresidential","greenzone","Parkhome","CEOmansion","networkcommunity","waterscaperesidential"andsoon.2.defineabrandasaproducttypeorpurpose.Suchas:"hotelstyleapartment","commercialapartment","pureresidentialarea","SOHO"andsoon.3.,thebrandisdefinedastheadvantagesandhighqualityproducts.Suchas:"teacherdesign","personalbutler","Lubanprize","broadband","eliteschools","library","ArtMuseum"andsoon.4.,thebrandisdefinedasthehighvalueoftheproduct.Suchas:"cost-effective","seaviewmansion","invinciblelandscape","HongKongStylemansion","Europeanstyleluxuryhouse"andsoon.5.,thebrandandattractivelots,regions,platescombined. Suchas:"CBD","CLD","Olympicvalues","AsianGamescircle","Zhongguancun","OldSummerPalacegarden"andsoon.6.,combinebrandwithcredibility.Suchas:thePearlRiverChunKingoveralldevelopmentconcept,economicandpracticalhousinggovernmentconcept,somesmall"Xianfangsales"concept,"noreasontoreturnahouse"conceptandsoon.Obviously,thecreationoftherealestatebrandonly"brandconcept","brandsellingpoint"thissoulisnotenough,butalsomusthaveacompleteandvivid"brandlifeorganism"asthesupportandsupportofthesoul.Misunderstandingsix:dorealestatebrandiswell-known,do"starproperty.""Mostdevelopersandthemediahaveamisunderstanding,thepursuitofbranddevelopment,asthehigheststarpropertystrategyofrealestatebrand,aslongaswillingtospendalotofmoneytodoadvertising,improvevisibility,youcanexchangeforafamousbrand.Thehigheststrategyoftherealestatebrandshouldbetocreatehighvaluebrandsinordertomakethebuildingsuccessfulandlong-term.Brandnamesareatbestanelementofhighvaluebrands.Tomeasurewhetherarealestatebrandhasvalueornotisofgreatvalue,inadditiontolookingatbrandawareness,italsodependsonbrandesteem,brandsatisfaction,brandloyaltyandotherindicators.Thescoreofeachindexdependsonthe completenessoftheirbrandimpression,memory,profundity,brandsentiment,positioningaccuracyandpurchasevalue.Toachievehigherbrandsatisfactionandbrandloyalty,itmustberealestatebrandpositioningaccuracy,tomaketherealestatebrandshaveaprofoundandcompleteimpressioninthemindsofcustomers,consumersalsoneedtoproduceunwillingseparationoffeelingsintherealestateproductexperience,andsublimationtothevalueidealviewthat.Misunderstandingseven:smalldevelopers,realestateitemcompanydonotneed,itisdifficulttoshapetherealestatebrandManysmalldevelopersintalkingaboutrealestatebrands,thereisamisunderstanding,namely:"dobrandthatislater,theurgentmatteristoaccumulatecapital,doagoodjobofsalesplanning,assoonaspossibletosellthehouse."."Indeed,theinitialinvestmentinrealestate,lackoffunds,lackofexperience,limitedcapacity,managementisnotinplace,andsoon,theriskofsurvivalisstillabigproblem,andwhatqualificationsaretalkingaboutrealestatebrands?However,thelongtermstrategyofrealestatebrandoperationmodeisnotonlylargerealestatedeveloperstocreateahighbrandvalueofrealestateatthesametime,smallandmedium-sizeddevelopersalsocanthroughastepaheadoftherealestatebrandoperationstrategy,therealizationofsmartlowcostvalue.Smallandmediumdeveloperscannotonlyrapidlyrealizethevalueoftheprojectintheshortterm,butalsoaccumulatepreciousintangibleassetsfortheirfurther expansion.Theonlywaywhichmustbepassedthelong-termdevelopmentoftherealestatebrandoperationistheenterprise,istheenterpriseshort-termrapidexpansion,marketingmagic.Smallandmedium-sizeddeveloperstoimplementrealestatebrandoperationstrategyshouldpayspecialattentiontothefollowingaspects:Firstofall,weshouldhaveanaccurate,distinctanduniqueconceptpositioning.Iftherealestatebrandpositioningandtargetcustomers,arenotbuyingmotives,noconsistentrelationshipornotinthisconnectionhasitscompetitiveadvantage,itisdifficulttowinthefavorofcustomers.Secondly,therealestatebrandplanningshouldbebasedonprovidingcustomerswithsupervalueproducts.Theso-called"supervalueproduct"istomakethetotalbenefitofthecustomermorethanthetotalvalueofthecustomer,andtobringsurplusorsurplusvaluetothecustomer(thatis,theconsumersurplus).Thiskindofsurplusvalueisnotalittlebitormore,butaqualitativechangeleadstoextremelylarge,muchofthevolume,thevalueofgoodsisqualitative,sothatcustomersfromthesimpleconsumerbehaviorofgeneralmerchandiserosetobrandidentity,obedience,faithandloyaltyoftheculturalrealm.Whatisculture?Itisapowerfulforcethatcanchangepeople"swayoflife.That"sallforpremiumproducts.Finally,thesmallandmedium-sizeddevelopersintheimplementationofrealestatebrandoperationearly,shouldformulatelong-termbrandstrategicgoal,thebrandgoaland marketinggoaltoachieverealharmonyandunity.Onlytheheartislofty,inordertograspthecurrentmarketopportunities,sothatsmallandmedium-sizeddeveloperscompletedagainandagaintotakeoff.