Real Estate 114 apartment brand image survey results

'Regional landmark, brand town, large-scale supply' cited as key factors

A rendering of Jangwi Prugio Mark One. [Daewoo Engineering & Construction]
A rendering of Jangwi Prugio Mark One. [Daewoo Engineering & Construction]

Daewoo Engineering & Construction's Prugio apartment brand has topped a Real Estate 114 survey in both brand awareness and consumer trust.

Real Estate 114 announced Monday the results of its "Apartment Brand Image Diagnosis" survey, conducted over seven days from Aug. 25 to Aug. 31 among 2,733 residents across the country. The brand awareness category measures how familiar consumers are with apartment brands they have heard of or know about, while the trust category identifies which brands consumers actually trust among those they already recognize.

In the awareness category, Prugio ranked first with 83.6 percent, followed by Xi at 78.3 percent and Raemian at 76.1 percent. In the trust category, Prugio led with 46 percent, with Raemian at 44.7 percent and Hillstate at 38 percent taking second and third place, respectively.

The key factors behind high brand awareness were cited as the "regional landmark and large-scale brand town" effect, along with sustained large-volume pre-sales and supply. "Over the past two-plus years, Prugio has had the highest pre-sale volume among the top 10 construction companies, and its presence as a nationwide brand — forming numerous landmark complexes and brand towns regardless of region — appears to have influenced consumer choices," a Real Estate 114 official said.

The main factors driving high brand trust were identified as construction capability as a general contractor, followed by a track record at major landmark projects. The findings confirm that a builder's fundamental construction ability and experience form the bedrock of consumer trust. Other factors, in descending order, were consistent pre-sale and supply volume (19.8 percent), news related to safety and accidents (15.4 percent), the construction company and group's name recognition and financial stability (9.3 percent), and direct or indirect experience with construction and materials quality (4.1 percent).

"It is once again confirmed that strong brand awareness naturally translates into high trust," the Real Estate 114 official added. "Even for established apartment brands that have long held top positions, maintaining that standing requires not only a continuous supply of housing but also a constant effort to sustain and develop construction capabilities as a general contractor."

The survey, conducted independently by Real Estate 114, has a margin of error of plus or minus 1.87 percentage points at a 95 percent confidence level.


hope@heraldcorp.com