Evaluation model on building of real estate brand based on income multiplier

With the rapid development of real estate, the improvement of consumers´ brand awareness, the implementation of macro-control policies on stabilizing house prices and the increasingly intense competition, real estate enterprises focus on continuously strengthening brand building. Based on the brand value assessment method of income multiplier, this paper designs evaluation index system for real estate brand according to real estate brand´s own characteristics, constructs the value evaluation model of real estate brand and makes further empirical analysis.