| Title |
A Brand Marketing Strategy for A Construction Company to Extend its Market to the Apartment Construction |
| Authors |
Yang Soo-Young ; Kim Kyung-Rai ; Shin Dong-Woo |
| Keywords |
Brand marketing strategy ; Apartment brand name ; A construction company to expand its market to the apartment construction |
| Abstract |
The brand value of apartment which affects not only sale percent and profit but also the worth of real estate is raised as an important point of sale competition in the apartment market. But now the market is occupied by a few construction companies, which have well recognized brand. So it's difficult for a construction company without brand to enter the apartment market because of consumers' ignorance. Therefore, through case study of construction and industrial companies, this paper suggests a brand marketing strategy for a construction company to extend its market to the apartment construction, which consists of target market and positioning strategy, brand naming strategy, PR strategy, and distinct strategy. |