Koncepcja marki na rynku nieruchomości

The aim of the article is to substantiate the relevance of branding concepts to the real estate, considering the current real estate market conditions, social trends as well as the modern marketing theory. The paper proposes how to define a real estate brand and offers preliminary systematics. An attempt is made to indicate the substance of the real estate brand management as well as to identify the key stakeholders' advantages of employing brand concept to real estate.