资源描述：
《seven misunderstandings of real estate brand operation（地产品牌运营七大误区）》由会员上传分享，免费在线阅读，更多相关内容在教育资源-天天文库。
1、Sevenmisunderstandingsofrealestatebrandoperation（地产品牌运营七大误区）Misunderstandingone:dorealestatebrandistodorealestateproductsNowadays,theso-called"productism"prevailsintherealestateindustry.Infact,therealestateproductsandtherealestatebrandsaretwodifferentconcepts,bothofwhicharedifferentandrelated.
2、1.,therealestatebrandisthesumofconsumers'feelingsabouttherealestateproducts.Essentiallyitisanabstractandintangibleconcept,whichexistsinthemindsofconsumers;andtherealestateproductsistherealexistenceinreality,includingconstruction,municipal,environmental,facilitiesandotherfactors,itisconcreteand
3、visible.2.,therealestatebrandishigherthantherealestateproducts.Theconnotationoftherealestatebranddeterminesthenatureandcontentoftherealestateproducts.Differentrealestatebrandsenablepeopletorecognizethebasiccharacteristicsoftherealestateproducts,whicharedifferentfromthequality,characteristicsan
4、ddesignofotherrealestatebrandproducts.Anobrandofrealestateproducts,onceaplanned"implanted"realestatebrand,whichwillcompletelychangetheoriginalrealestateproducts.Therefore,theintangiblerealestatebrandisthelifeandsouloftherealestateproduct,andthebranddeterminesthepersonality,personality,temperam
5、entanddemeanoroftheproduct.3.,therealestatebrandtotherealestateproductsasthecarrier.Realestateproductsdonotnecessarilyhaveabrand,buteachbrandmusthaverealestateproducts.Therealestateproductisthefoundationoftherealestatebrand.Withoutgoodrealestateproducts,therealestatebrand,whichisusedtoidentify
6、thesourceandpersonalityoftherealestateproducts,hasnosurvival.Arealestateproductcanonlybetrusted,recognizedandacceptedbyconsumers,andcanbuildupastrongandcloserelationshipwithconsumers,sothatitcansurviveforalongtime.4.,"dorealestatebrands"and"dorealestateboutique"aretwodifferentrulesofthegame."R
7、ealestatebrand"isbasedonthecustomermanagementsystemisasetofcognitivemethodonthebasisofopencenter,thestartingpointofthegameistheconsumer'smind,theultimateaimistocreateastrongrealestatebrandinthemindsofconsumers."Realestateboutique"isasys
