Process of brand building for luxury real estate market in Hanoi: Case of Masterise Homes

Real estate is a great source of wealth for each country, economy, family and single individual. It plays an important role, it is a special means of production, it is the minimum basic condition of social life, it ensures the existence and development of the production process. Along with the globalization process, Vietnam's economy is increasingly in line with sustainable development to integrate into the world economy. Vietnam also built a full range of market economy, in response to the development needs of the real estate market tomeet the needs of international economic integration. Vietnamese market has witnessed diversification of real estate products in recent years. Previously, luxury and super-luxury real estate accounted for the majority of the market share in the high-end real estate segment, now branded real estate products have also entered the market, receiving enthusiastic attention from investors, both domestic and international, especially the super-rich and the elite in society. As one of the types of real estate with sustainable profit potential with the participation of international brands, branded real estate products are always on the top choice list of connoisseurs. The great advantage of this cooperation is to help exploit potential customers thanks to the brand's global network of connections. Besides the brand criteria, the criteria of location, utility services, investment value are also considered as golden ones in choosing luxury real estate of the super rich. Although appearing in the Vietnamese market a few years ago, the brand name real estate developed by a major real estate developer and a globally famous brand has made a strong impression and attracted attention of investors. Therefore, we chose the topic to analyze the process of building a brand name real estate in Hanoi market based on the case of Masterise Homes brand.