Breaking from the past convention, most construction firms are lotting out their apartments with their own brand names. They don't have, however, differentiated marketing strategies based on unique brand awareness. Rather, virtual absence of marketing strategies has brought about unfiltered introduction of architectural elements of the competition and excessive advertising efforts. Consequently confusion is at hand for consumers' purchase decision since they are not aware of the differences between the apartments. The purpose of this study is to make consumers have clear brand awareness by presenting appropriate brand strategies based on sound marketing theories for construction firms.
The authors extend their heartfelt appreciation to Professor Kim Jaejoon at CM/CIC Research Institute, Hanyang Univeristy. They also express genuine gratitudes to Park Hyesung, Choi Younggon, and Jung Chanyoung at CM Research who helped them in many aspects and dimensions.