I changed the sign and refurbished it.Construction Industry Brand Differentiation Competition

[Anchor]
Recently, GS E&C decided to increase the value of a single brand by refurbishing its 22-year-old apartment brand 'Zai'.

On the other hand, other construction companies are scrambling to set up separate, top-end brand apartments and are seeking to differentiate themselves.

Reporter Choi Doo-hee reports.

[Reporter]
GS Engineering & Construction started its brand refurbishment for the first time since introducing the Zai brand in 2002.

Instead of creating a new brand, we decided to develop the existing Zai brand by changing the logo.

This is because it was judged that the profit that could be obtained compared to the amount invested was not large.

[Heo Yoon Hong / CEO of GS Construction (last 18th): It is not just a change in image, but an important foundation for innovation that strengthens the foundation. We will move forward with the goal of a brand of win-win and cooperation that creates and grows together from customers to partners.]

The large construction companies that maintain the single brand strategy are Samsung C&T, which maintains the existing brand Ramian, and HDC Hyundai Industrial Development, which adheres to the single brand strategy of I-Park.

Looking at other large construction companies, Daewoo Engineering & Construction has released high-end brands to differentiate itself from general brands such as Prugio Summit and DL E&C Acro.

This year, even mid-sized construction companies have begun to reorganize their brands, with HLD&IHANRA releasing a new brand called "Epit."

[Yoo Seon-jong / Professor of Real Estate Department at Konkuk University: To capture the changing times, rising costs, and changing trends in the housing market, there are concerns that existing consumers may be turned away if they do not choose a differentiation strategy other than the current one....]

Amid rising consumers' expectations for apartment brands, attention is being paid to the results of construction companies' efforts to enhance brand competitiveness with different strategies.

I'm Choi Doohee of YTN.

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;Lee Seung-joon
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