Author(s)

Liu Xiaoyu, Hao Xiaohua

Corresponding Author

Liu Xiaoyu

Abstract

The operation philosophy and the process of products manufacturing of Yuepai Real Estate Group have attracted the attention of the real estate industry in China, which is also revealed by its brand image design. This thesis would elaborate the deep imprint of Western culture in the brand culture of Yuepai Real Estate in terms of the unique cultural background, and the misapplication of Western cultural elements in the brand culture construction of some real estate companies as well as the causes.

Keywords

Yuepai Real Estate, Brand Naming, Brand Culture