TerraBKK Reveals Research Findings: 'Sansiri' Tops the List of Powerful Real Estate Brands in 2018

Feb 26, 2020 | view 28,596

TerraBKK has released research findings on the "Most Powerful Real Estate Brands of 2018" , revealing that the majority of respondents favored "Sansiri" , securing the top position as the most recognized brand in the real estate market.

Ms. Sumitra Wongphakdee, Managing Director of Terra Media and Consulting Co., Ltd. stated that in an era of rapid technological advancement, consumer behavior has significantly changed, especially in how they receive information about products and services, including online shopping, which can be done from a single smartphone anytime and anywhere. Most customers tend to choose products from well-known brands first. Therefore, entrepreneurs and new business owners must adapt to new trends, particularly in creating brands that convey a distinct feeling and add more value than competitors in the market.

"What constitutes a brand is not just a logo, a slogan, or beautiful advertisements, but 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 perfectly, it creates Brand Power that impacts sales or revenue." Ms. Sumitra added.

The research on the "Most Powerful Real Estate Brands of 2018" was conducted with a sample size of 470 people in the Bangkok metropolitan area (93%) and other provinces (7%) through an online survey via TerraBKK.

The top brand in terms of Top Of Mind Awareness is Sansiri Public Company Limited (29%), followed by Land and Houses Public Company Limited (23%), and Pruksa Real Estate Public Company Limited (11%). The fourth is Ananda Development Public Company Limited, and the fifth is L.P.N. Development Public Company Limited.

The top brand in terms of Best Brand Identities is Sansiri Public Company Limited, followed by Land and Houses Public Company Limited, Ananda Development Public Company Limited, SC Asset Corporation Public Company Limited, and Pruksa Real Estate Public Company Limited.

This is the first time a questionnaire has been used to compare the brand image of real estate with automotive brands, revealing that:

Land & Houses (Land and Houses Public Company Limited) is compared with Mercedes-Benz as both brands share an image that most people associate with maturity, reliability, and trust in quality, along with a sense of luxury.
Sansiri (Sansiri Public Company Limited) is compared with BMW as both brands evoke a sense of modernity, distinctiveness, and style. Sansiri incorporates technology into living spaces and uses colors that reflect the modernity of the new generation, while BMW is known for its continuous innovation and modern concepts.
PRUKSA (Pruksa Real Estate Public Company Limited) is compared with TOYOTA as both brands are leaders in sales, offering a range of products from economy to luxury at reasonable prices. Both brands also use slogans related to happiness, making Toyota's image convey smiles, fun, and joy for those driving Toyota cars, while Pruksa's rebranding emphasizes the image of "customer happiness".
Ananda Development (Ananda Development Public Company Limited) is perceived to be similar to Mini Cooper in terms of stylishness and modernity, appealing to the new generation.
SC ASSET (SC Asset Corporation Public Company Limited) is another brand to watch, as it is the only brand that respondents felt had an image similar to Land & Houses and Sansiri, and it is the only brand that most people felt resembled Rolls-Royce (more than Land & Houses and Sansiri), which is a well-known luxury car brand.

Nevertheless, this data reflects the importance of branding in influencing consumer purchasing decisions. Therefore, building a strong, distinctive brand that resonates with the target audience is crucial for modern entrepreneurs and business owners.