Vietnamese developers still remain unfamiliar with that concept of abrand personality at a time that creating and strenghthening real estateand retail brands is more important than ever, the Vietnam InvestmentReview (VIR) quoted managing director of Red Brand Builders, ChrisElkin, as saying.
At the ‘Power Brand Building with Impact’seminar held in Hanoi last week, which was co-organised by CBRE Vietnamand Red Brand Builders, experts discussed in-depth and focused measuresto provide investors, developers and real estate marketers with arealistic assessment of the situation in the real estate market today
Brandpersonality, Elkin said, requires a clear message about what developersstand for, and they must have the focus and consistency to see theprocess through.
He added that building a brand needs consistencyfrom the beginning to the end of a project cycle to showcase adeveloper’s experience and reputation to ensure the success of aproject.
Elkin outlined ways to create, re-position, and addimpact to brands for greater success in the marketplace. He also pointedout ways to create and document a distinctive brand personality tobuild long-term trust and an emotional connection with target customers,and how to consistently communicate brand personality to appeal totarget customers at ‘touch points’ that drive sales or leasing.
Brandbuilding is becoming essential to real estate developers in Vietnam.Small and medium-sized firms are trying to launch and cement theirbrands to expand their presence in the market, while multi-nationals areusing targeted approaches to reach specific market segments.
Building brands, according to Elkin, was not just spending money on advertising.
“It’sreally fundamental that local and national developers in Vietnam arebeginning to see brand building as a strategic priority. This is notsomething that should be done a few months before you launch, but shouldstart from the very beginning and last to the very end of a project,”he explained.
In the retail segment, brand building has been mostnotably used in prominent shopping centres such as Hanoi’s VincomMegamall Royal City, Lotte Hanoi Centre and Ho Chi Minh City’s CrescentMall and SC Vivo City.
All of these projects, in their own ways, have made their presence known through a consistent, quality brand building strategy.
Accordingto William Badger, associate director of the office service division ofCBRE Vietnam, firms must adapt to a changing marketplace and fastevolving customer needs, desires and behaviours to succeed as the marketimproves.
To be successful in their business, developers must be more flexible and have a serious brand building strategy.
Apartfrom traditional real estate advertising such as print, show homes,banners and events, Badger said developers must pay more attention tomore modern channels such as digital and social media.
Elkin saidretailers cannot survive just by being “pass through” sellers. “Theyhave to give consumers clear reasons, an experience to choose theirstores over other competitors”.-VNA
At the ‘Power Brand Building with Impact’seminar held in Hanoi last week, which was co-organised by CBRE Vietnamand Red Brand Builders, experts discussed in-depth and focused measuresto provide investors, developers and real estate marketers with arealistic assessment of the situation in the real estate market today
Brandpersonality, Elkin said, requires a clear message about what developersstand for, and they must have the focus and consistency to see theprocess through.
He added that building a brand needs consistencyfrom the beginning to the end of a project cycle to showcase adeveloper’s experience and reputation to ensure the success of aproject.
Elkin outlined ways to create, re-position, and addimpact to brands for greater success in the marketplace. He also pointedout ways to create and document a distinctive brand personality tobuild long-term trust and an emotional connection with target customers,and how to consistently communicate brand personality to appeal totarget customers at ‘touch points’ that drive sales or leasing.
Brandbuilding is becoming essential to real estate developers in Vietnam.Small and medium-sized firms are trying to launch and cement theirbrands to expand their presence in the market, while multi-nationals areusing targeted approaches to reach specific market segments.
Building brands, according to Elkin, was not just spending money on advertising.
“It’sreally fundamental that local and national developers in Vietnam arebeginning to see brand building as a strategic priority. This is notsomething that should be done a few months before you launch, but shouldstart from the very beginning and last to the very end of a project,”he explained.
In the retail segment, brand building has been mostnotably used in prominent shopping centres such as Hanoi’s VincomMegamall Royal City, Lotte Hanoi Centre and Ho Chi Minh City’s CrescentMall and SC Vivo City.
All of these projects, in their own ways, have made their presence known through a consistent, quality brand building strategy.
Accordingto William Badger, associate director of the office service division ofCBRE Vietnam, firms must adapt to a changing marketplace and fastevolving customer needs, desires and behaviours to succeed as the marketimproves.
To be successful in their business, developers must be more flexible and have a serious brand building strategy.
Apartfrom traditional real estate advertising such as print, show homes,banners and events, Badger said developers must pay more attention tomore modern channels such as digital and social media.
Elkin saidretailers cannot survive just by being “pass through” sellers. “Theyhave to give consumers clear reasons, an experience to choose theirstores over other competitors”.-VNA
