Forte Promotes New Brand Strategy

On Sept. 23rd, Forte Group celebrated Brand Image Releasing Conference and declared to use Blueprint for Better Living as the corporation brand propagandistic slogan. This meant that the brand policy of Shanghai s local corporation begin a substantive step towards strategy formation and internationalization. The president of Forte Group, Mr. Fan Wei, the trustee general manager of Shanghai Ogilvy, Mr. Li Jia Shun, the counselor of Shanghai municipal government and the expert in the real estate industry, Mr Zhang Hong Ming, the vice-chairman of Shanghai Real Estate Association, Mr. Yin Guan Fu, the Senior Director of ING Real Estate Investment Management, Mr. Richard Vandenberg attended this releasing conference.
As the first developer who issued its achievement of brand policy in Shanghai, Forte brings forward the brand image of Blueprint for Better Living which perfectly annotates the enterprise spirit of Forte Group. The president of Forte Group, Mr. Fan Wei, expressed that brand is now increasingly important as the real estate market became more and more mature. The customers can benefit from good property brands and the exceptional properties are designed with the customer in mind. The trustee general manager of Ogilvy, Mr. Li Jia Shun, said that Blueprint for Better Living is based on the people and the idea is to bring private living enjoyment and intimate service feeling to the customers. That is the representation of management philosophy based on customer centric initiative.
Forte s brand-building initiative started very early. In 2001, the Group has retained some experts to build unified brand management system. To adapt to fast developing property industry and constantly improve the company s competitive advantage, Forte Group joint hands with Ogilvy China in 2004, a famous international advertisement company, and further revisited and re-defined the meaning of brand. After around 1-year study, they finally defined Forte s brand as Blueprint for Better Living , completing another major step toward brand building. Mr.Fan Wei, commented, The launch of our brand strategy is becoming a milestone of steadily implementing nationwide strategy and building solid foundation for sustainable growth.
On the press release day, all the guests shared their thoughts on current situation of the property brand. Mr. Guanfu Yin, vice president of Shanghai Property Association, said that the brand of a property enterprise is not only a sign of a company or a product but also a valuable intangible asset, which can reinforce position of an enterprise in its end market and industry and improve its competitive edge. The concern on brand strategy is going to play an important role in the business expansion, M&A and financing of an enterprise, thereby to create fruitful benefit.
The senior director of ING, Mr. Richard mentioned that the international investors regard the brand reputation as one of the very important attributes when choosing local partners. Only a local enterprise with solid brand reputation can possess transparent operating platform and clearly defined strategy. Forte, as one of the H share listed public companies, win the award of The Ten Best Valuable Property Brand in China for 2004 and The Best Run Listed Property Companies by Portfolio Managers for 2005 and positive recognition by the capital market.
This brand releasing conference will be held in Beijing, Tianjing, Nanjing, Wuhan, Chongqing, Wuxi synchronized.