Abstract
The analysis of the brand strategies shows Raemian, Xi, and Lotte Castle intend to meet consumer needs by building their premium image that differentiates themselves from others based on social stratification. Their brand strategies are converged to the stimulation of the desire for social distinction and differentiation. As a result, advertisements have devoted to cover up the most standardized, uniform and inexpensive mass production system of housing type while the residents may only enjoy their apartment's brand image and economic value as housing consumer.