BRANDING OF RESIDENTIAL DEVELOPER

Abstract

This dissertation investigates the relationship, if any, between consumer-level variables- brand perceptions and firm-level brand equity outcomes-market position and reputation. Branding has been used extensively in consumer products and services. However, little has been related to the real estate industry. Hence, the study sets out to investigate whether good branding of a residential developer can enhance the brand equity of the firm. From the findings, it further explores suggestions to improve the brand positioning of the developers to achieve their desired position on the perceptual map of homebuyers. After the review of relevant literature and conducting of focus group discussions and questionnaires, it was identified, through multidimensional scaling, the position of developers in the perceptual map of homebuyers. Interpretation of their positions on the map reveals that the more established companies gained a better brand perception whilst the Main-Contractor-turned-Developer is perceived as lacking in their image and reputation. The study concludes that there is a positive relationship between good brand perception and brand equity for the firm.