What happens when real estate brands collide with car brands?

          When we talk about real estate brands that are not project names, which ones come to mind? How do the general public perceive each brand? This question prompted TerraBKK Research to seek answers to satisfy the curiosity of both readers and industry professionals. Last August, TerraBKK Research conducted an online survey to gather opinions from users of the website terrabkk.com regarding 10 real estate brands that are considered Big Developers in Thailand.

          One of the interesting points that TerraBKK Research included in the survey was to compare the real estate brands with 10 car brands to see “which brand image corresponds to which car brand?” Cars are high-value items that everyone aspires to own, comparable to real estate, and they reflect the identity of their owners across all social classes. Comparing them with car brands might provide a different perspective than the usual angles we consider.

          From a total sample of 470 people, 340 responded to this question, and the results effectively reflected the image of each developer. The table below shows the Brand Image votes for each Developer compared to car brands. Let’s see “who resembles whom and why?”

          TerraBKK Research highlights three interesting brands: Land & Houses, SANSIRI, and Pruksa. Let’s compare why the votes indicated that Land & Houses resembles Mercedes-Benz, SANSIRI resembles BMW, and Pruksa resembles TOYOTA...

          But before diving into the details, TerraBKK Research would like to briefly discuss what constitutes a brand. A brand is not just a logo, slogan, or beautiful advertisement; simply put, a brand is “what you do, how you communicate it, and how customers feel about your brand.” When these two elements come together harmoniously, that is the essence of a brand.

Credit: http://www.studio-18.co.uk/brand-values

Thus, the results of pairing real estate brands with car brands are certainly not coincidental. Let’s explore this mystery together.

Land & Houses VS Mercedes-Benz

          When talking about Land & Houses, the image that most people perceive is maturity, reliability, and trustworthiness. The image and slogan that Land & Houses communicates indeed lead people to think this way.

          With slogans like “Houses completed before sale,” “Beyond Services,” and “Create Better Living,” we can feel the emphasis on “quality” first and foremost. It’s no surprise that when discussing Land & Houses, everyone thinks of “quality homes.” Additionally, the communication style of Land & Houses often carries a formal pattern, with colors that convey a sense of mature reliability.

          Now, let’s look at Mercedes-Benz. What does Mercedes-Benz communicate?

          “The Best or Nothing” is the slogan that Mercedes-Benz has used since 2010, meaning “it must be the best, or it’s better not to do it at all.” This phrase also reflects “quality” very well, making us feel that owning a Mercedes-Benz means having “the best car.” It showcases confidence in quality. Furthermore, the image that Mercedes-Benz communicates is one of luxury, with colors that convey a sense of maturity.

          How do you feel about these similarities? Let’s move on to the next pair.

SANSIRI VS BMW

          When mentioning SANSIRI, many think of modernity, distinctiveness, and style. Let’s see the image and slogan that SANSIRI communicates.

          “Everyday Visionaries: The Evolution of next-generation living” is a phrase that showcases the future, modernity, and forward-thinking of SANSIRI. It also addresses residents' needs in three aspects: SIRI LIVING, SIRI LIFETECH, and SIRI EXPERIENCE, all aimed at “enhancing the living experience.” The choice of words and presentation reflects “modernity and the use of technology in living.” Additionally, the color tone often conveys a sense of innovation for the new generation.

          Now, let’s look at BMW. How does it compare or differ from SANSIRI?

          “Sheer Driving Pleasure” is the slogan that BMW uses to convey the joy of driving. Even the previous slogan, “Ultimate Driving Machine,” still emphasizes the excellence of driving, reflecting those who are passionate about performance and speed. BMW stands out with its unique identity, known for modernity and constantly creating new concepts. The image that BMW communicates is often modern and youthful, quite different from Mercedes-Benz mentioned earlier.

          After two pairs, you should have a clearer picture. Let’s move on to the final pair.

PRUKSA VS TOYOTA

          For Pruksa, which recently underwent a rebranding with a new logo and slogan “Pruksa cares... for a lifetime”, along with a new image focusing more on “customer happiness”. It must be acknowledged that Pruksa previously had a less favorable image due to customer complaints. Earlier this year, Pruksa decided to rebrand the entire organization to regain consumer trust. It’s evident that both the slogan and the communicated image emphasize “happiness” when you become a Pruksa homeowner, and using Bodyslam's Toon as a brand endorser represents a lifestyle of care and doing for others, making it an interesting storytelling approach.

          Since Pruksa has just undergone rebranding a few months ago, it will take some time to communicate this to customers and be remembered as a “Trust Brand.” Today, TerraBKK Research presents only the post-rebranding image, and we will have to see how customer feelings change over the next 1-2 years.

          Now, looking at TOYOTA, it’s interesting to note that its slogan is also related to happiness with “Mobility of Happiness” or “driving happiness.” Just reading it makes you feel that being a TOYOTA customer must bring happiness. The image communicated by TOYOTA differs from the previous two brands; it lacks the seriousness or maturity, instead conveying smiles, fun, and happiness for those who drive TOYOTA.

          Interestingly, both Pruksa and TOYOTA rank first in sales in the real estate and automotive markets, respectively, and both offer a range of products from economy to luxury at reasonable prices. This is another similarity that shows how accessible the products of both brands are to people of all levels.

          How do you feel about these three pairs of real estate brands and car brands? Do they help clarify the image of real estate brands for you?

          But if you ask how the overall voting results look, TerraBKK Research created a Heat Map separating Japanese car brands and European car brands to provide a clearer picture.

          Another interesting figure is Ananda Development, which most people perceive as similar to Mini Cooper, likely due to their stylish and modern appearance, appealing to the younger generation.

          It’s worth noting that SC ASSET is another brand to watch, as it is the only brand that respondents felt closely resembles Land & Houses and SANSIRI, and it is the only brand that most people feel is similar to Rolls-Royce (more so than Land & Houses and SANSIRI), which is a renowned car brand among the wealthy.

          How do you feel about the voting results of real estate brands and car brands? Do they resonate with you? TerraBKK Research has also noticed some similarities. At the very least, we have seen the image of the Developer from another angle. In the next issue, TerraBKK Research will bring more interesting research results to share, but stay tuned for what topic it will be next week!