earticle

영어

Apartment, which has been used as a brand name of housing industry only for 6~7 years, was
now introduced in more than 200 housing industrial companies. Since the government announced
‘8.31 real estate unity policies’, the apartment market was transformed into the market for an end
user, and then the brands, which the customers prefer, were survived from the intense competition of housing market. The apartment brands pursuit to establish their image identities in competitive markets, and it became necessary to consolidate their brand image for optimistic brand image formation. The companies need a new communication method, which is fast and penetrates strongly, with unique brand identity to build good brand image efficiently.
The purpose of this research is to recognize the role and effect of color for the apartment brand
imaging of Domestic and to suggest a strategic source to use the communicational element of
apartment brand identity and colors as image creating source by comparing the differences of
colors of each brand.
The study of strategies and examples of apartment brand imaging formulation could expect to
build new color strategies for other brands that did not establish own brand image yet.