An analysis of factors affecting understanding and applications of branded housing project marketing around the Istanbul metropolitan area

Abstract

Marketing is a quite crucial topic for success in the current competitive environment. Efficient and effective marketing practices will allow the companies to grow and to be more successful. Companies can gain competitive advantage by developing various marketing strategies. The objective of this study is to research the factors affecting the understanding and applications of ‘branded housing project marketing’ around the Istanbul metropolitan area. Branding and market positioning depend on fulfillment of certain conditions and key criteria. The criteria such as the structure of companies, product quality, professional services, and marketing and communication perspectives all constitute a quite important process in the enhancement of the perceived value of the company. Companies should be aware that it is highly vital to create brand in order to benefit from the advantages of the brand such as creating differentiation, positive high-quality corporate and brand image and customer loyalty and resolution. Today, the number of construction companies carrying out branded housing projects is quite high. It has been observed that the activities regarding branding are quite prevalent in construction industry. In line with this, every housing project should have its own identity and brand image. Especially in business fields with higher economic value such as residential real estate sector, marketing and sales activities display unique characteristics.