Real estate firms engage in brand building exercise

The real estate industry is developing new ways of introducing its brand, taking the help of sponsored events, brand-building proposals, tie-ups and high value advertisements. They are doing all these to rectify the negative image in the market.

MOST REAL estate players in India have a negative image in the market. To regain a good image in front of people, the real estate companies have started a branding effort, which is moving beyond usual media preparation. They have company campaigns apart from project specific one’s and are gradually increasing and forcefully using the electronic mediums for brand building.

Firms that remain locked in the tunnel vision of customary branding, there performs will fail to see the disaster, fail to understand it, fail to act on it, and finally find their brands suffering.

Firms that expand their view to include social-paradigm based practices will see the crisis developing, be able to understand it, test it and with approaches, it will address as well seize competitive advantage and profits from its resolution.

For example, DLF has sponsored events like DLF Cup, Tri Series and the UAE Cup, Nasscom CEO Meet, and so on. They are spending maximum time with their consumers to see how satisfied they are with their decision of buying DLF residences. Emaar MGF is stepping up its brand building proposals. Their most recent connection was with international cricket event, to get attract Indian eyeballs for their future projects here.

Many are also sponsoring industry-specific events across sectors like retail, financial services and so on. Everyone in the real estate industry is making tangible efforts to craft their brand image and be the best among all. Purvankara, Eros, Vipul, Omaxe, etc. are making efforts to drive their icon in the market.

Apart from the basic outlook, the rising number of players in the space and the fact those players are now developing as national region players. Brand building is nothing but is the need of the hour, so as to cut across the rivalry. As many groups are listed on the stock market, it’s not necessary to follow so as to uphold an incessant touch with their investors. Rising stock listing rush is also fueling those who are unlisted.

The Internet has always been and always will be a straight reply vehicle, but so it is with branding. How did you first become aware of google.com? Was it by watching Harbhajan Singh bowling something related to this name in a cricket match or perhaps did a friend tell you about this great search site? Were you are looking for tall man or did you notice a sign of a company with the apparently unrelated name in search business? Branding has been a part of the Internet since commercialisation began.

Almost all the realty companies have doubled their branding expenditures. The investments towards the reasons are backed by the growth in the sector and eventually the authentic performance of all the companies and are heavily enjoying the sale in black. Almost all the companies witnessed a quantum jump in profits (by more than 50 per cent).

The fact remains that with the Indian consumers becoming more demanding and increasing contribution of global investors, it has become essential to brand almost every thing and real estate is no exemption. As we move ahead, it’s quite clear that marketers are looking to combine brands and invest their capital behind those that can perform on a global basis.

Once the strategic conclusion has been made about, which brands will be emanated to this status, substantially effort will be required to determine the degree of steadiness that is suitable and the means of achieving that steadiness will then be used more professionally achieving broad-based brand credit and transmission a unified message worldwide.