Localization Marketing and Brand Building: A Comparative Study on Real Estate Marketing Strategies Between Vanke and Capitaland Group

Xiyu Long

2025

Abstract

In the context of intensifying competition in the real estate market and shifting consumer focus from hard factors to soft values, brand marketing has become crucial for real es-tate companies to build their competitiveness. This paper delves into the brand building and mar-keting strategies of Vanke and CapitaLand. Vanke focuses on residential development, achieving a light-asset transformation through "small equity management." By enhancing product quality and optimizing services—such as the rapid certification and transparent construction of the Zhongshan Vanke Central Park project to boost customer trust, and creating an eco-community in Suzhou projects to enhance reputation—Vanke strengthens community operations and property management, emphasizing management capabilities and local adaptability. CapitaLand, centered on commercial real estate, leverages the "private equity fund + REITs" model to achieve asset circulation. By adjusting marketing strategies, improving self-channel capabilities, developing distinctive product lines, and enhancing customer service, CapitaLand focuses on capital opera-tions and cultural scene innovation, aiming for internationalization and premium positioning of its brand image. The differences between these two companies reflect the competitive logic in different segments of the real estate industry.

Paper Citation

in Harvard Style

Long X. (2025). Localization Marketing and Brand Building: A Comparative Study on Real Estate Marketing Strategies Between Vanke and Capitaland Group. In Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC; ISBN 978-989-758-778-8, SciTePress, pages 176-182. DOI: 10.5220/0013988000004916

in Bibtex Style

@conference{prmc25,
author={Xiyu Long},
title={Localization Marketing and Brand Building: A Comparative Study on Real Estate Marketing Strategies Between Vanke and Capitaland Group},
booktitle={Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC},
year={2025},
pages={176-182},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0013988000004916},
isbn={978-989-758-778-8},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC
TI - Localization Marketing and Brand Building: A Comparative Study on Real Estate Marketing Strategies Between Vanke and Capitaland Group
SN - 978-989-758-778-8
AU - Long X.
PY - 2025
SP - 176
EP - 182
DO - 10.5220/0013988000004916
PB - SciTePress