Branding in Moscow Real Estate Market: Brand Positioning and Perception by Consumers

Student: Pestereva Adelina

Educational Programme: Marketing Communications and Advertising in Modern Business (Master)

Year of Graduation: 2019

The study focuses on branding in Moscow real estate market. In this thesis will be studied brand positioning and perception by consumers. The Moscow real estate market today is full of offers and there is competition between major developers. The purpose of this study is to correlate brand positioning and consumer perception in the Moscow real estate market. Three developers in the real estate market of Moscow were selected for analysis: Donstroy, MR group, Capital group and residential complexes in the premium and business segment. The study consists of four chapters. The first chapter contains the theoretical foundations of developing brand positioning. The second chapter is devoted to the real estate market in Moscow and the features of residential real estate branding. The third and fourth chapter describes the content analysis of sites and in-depth interviews.

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