Top 2 Apartment Brands for Growth Potential Selected as 'Raemian' and 'Hanwha Forena'

Among domestic apartment brands, Samsung C&T's 'Raemian' and Hanwha Construction Division's 'Forena' were selected as the first and second most promising brands for future growth.

Panpo Raemian One Bailey panorama.

Real Estate R114 announced on the 29th the results of a survey on 'apartment brand image' conducted from the 1st to the 14th of this month, targeting 3,690 consumers nationwide in collaboration with Matrix Research. The survey measured the proportion of images associated with each brand, such as 'luxurious,' 'premium,' 'trustworthy,' 'sophisticated,' 'safe,' and 'customer-oriented.'

[Image courtesy of Real Estate R114]

According to the survey results, Samsung C&T's Raemian and Hanwha Construction Division's Forena were selected as the top two apartment brands expected to grow in the future. They were followed by GS Construction's Xi, POSCO E&C's The Sharp, and Lotte Construction's Lotte Castle.

The top five brands in growth potential commonly showed a high proportion of the 'luxurious' image. However, established brands recognized by consumers over a long period, such as Raemian, Xi, and Lotte Castle, also held an advantage in images related to luxury, premium quality, and trustworthiness.

On the other hand, the newer brand 'Hanwha Forena' ranked high in images such as rationality, customer orientation, and distinctiveness. Real Estate R114 analyzed that during the process of new brand images settling in the market, the initially rational and distinctive evaluations gradually evolve into premium brand perceptions once the brand reaches a certain trajectory.

[Image courtesy of Real Estate R114]

Meanwhile, amid recent nationwide controversies regarding apartment safety issues, it was found difficult to identify brands ranked highly for the 'safe' image.

A representative from Real Estate R114 stated, “It is more important than ever to secure an image of safety in apartment brand promotion strategies,” and predicted, “As safety issues cause perceptual shifts in apartment brand rankings, fierce competition will unfold between established brands and newly emerging brands to secure favorable images.”