房地产品牌形象和企业文化（Real estate brand image and corporate culture）.docVIP

房地产品牌形象和企业文化（Real estate brand image and corporate culture） Brand and brand name Brand, as the name implies, is the brand of goods, is the embodiment of corporate image and credibility. Famous brand, namely famous brand. According to the chengdu declaration of the well-known trademark protection organization in November 1994, the famous brands have at least (1) registered trademarks and trade Numbers; (2) the quality of the products and the quality of the service are assured; (3) familiar to consumers; (4) have exceptional market share; (5) having extraordinary property right value; (6) there is an objective basis or formal recognition of the publics tendency to be impartial. Ii. Commercial value of famous brand: The name brand is the biggest capital that the enterprise develops, it is like the account that saves, as long as continuously raise product quality, credit to wait for accumulative value, can enjoy its high interest. (a) brand name has a broad sales market, with strong market expansion force and competitiveness. (2) brand name has high added value and super profit ability. (3) brand name is the potential driving force of enterprises sustainable development. Iii. The present situation of the brand strategy of the group The group on the brand strategy implementation, the understanding of the system has not been formed, especially the real estate market leading, planning, development, construction and property management is not yet mature, there is a certain negative impact. The recognition of the famous brand strategy has not been promoted to the important position of the enterprise development strategy, although in the public image shaping aspect, the investment in certain manpower, the material force, the financial resources, but the effect is insufficient. Iv. The groups most recent famous brand strategy goal: not to be the biggest, but the most beautiful Two major industries of brand name strategy: real estate and hotel tourism. 5. Build a real estate br