In the quiet period of real estate market lately, RICI made a survey on real estate investment and development enterprises’ image in the customers’ mind to evaluate the trust degree and their brand positioning in the market.

Based on the survey’s result, the enterprise can know their weak points and strong points in the comparison with others, and then build up an effective marketing strategy to boost their business activities.

The survey is made on more than 150 customers bought or owned real estate which have just built and purchased within the past 2 years in HCM city. According to the survey, there are 8 brand names which are received the most awareness and comments. These are: Intresco, Him Lam, Bitexco, Hoang Anh Gia Lai (HAGL), Van Phat Hung (VPH), Linh Phong Conic, Phu My Hung (PMH) and Quoc Cuong Gia Lai (QCGL). Here are some typical comments from the customers:

 Brand Map, HCM City, May 2008

* Bitexco is considered as the most well-known company.

* Intresco and Him Lam are the 2 investors whose projects are expected to have increase in price.

* Hoang Anh Gia Lai has many new projects. The projects they invest features public facilities. HAGL is commented as an enterprise with high prestige in the market.

* Van Phat Hung has new projects which are combined with publics facilities, providing the customers variety of choices, contributing to the community. Their Phu My project is commented as well design architecture. 

* Phu My Hung is outstanding with humanity in harmony with the surrounding living environment in their projects, good marketing and customer service, and much contribution to the community.

* Linh Phong Conic is famous with reasonable payment schemes and well good commitment to customers, providing good price real estate.

* Quoc Cuong Gia Lai is highly appreciated in protecting buyers’ benefit and good commitment to the customers.

Real estate enterprises should focus on building their brand image in customers’ mind as this is a long term strategy; therefore it needs an adequate investment. A good brand name will help the business establish a good position, especially in the tough time of the market.

RICI, June 2008