[2024 Asia Construction Awards] Doosan Construction's 'We’ve' Brand Differentiation with 5 Concepts

19th Asia Construction Awards
Asia Economy Grand Prize - Brand Category Winner

Doosan Construction, which received the Asia Economy Representative Award in the brand category this year, created the apartment brand 'We've' in 2001 with the intention of making customers feel more special and respected. We've represents a living space that modern people want to have and live in, symbolizing a space that nurtures a love for life. It is designed to highlight the thriftiness of daily life and pursues a convenient space that meets all lifestyle needs.

Last year, as part of enhancing brand value, Doosan Construction redefined the slogan 'We've got everything' and five concepts. Each concept represents a desired space (Have), a space filled with joy (Live), a space of love and happiness (Love), a space for thrifty living (Save), and a space where daily problems are solved (Solve). Furthermore, to help consumers easily understand We've's differentiated technologies, 65 technology icons were established.

Smart homes implemented based on home Internet of Things (IoT) platforms through business agreements (MOU) with Samsung Electronics and LG Electronics correspond to 'Have.' Providing differentiated spaces through options such as premium exterior landscape lighting, specialized side walls, and upgraded interior materials within furniture belongs to 'Live.' For example, the natural garden Yurimwon (流林園) implemented in Gwangju's 'S-Class The Zenith' is based on the origin of the area called 'Yurimchon (柳林村),' meaning a place with many willows and good to live in. This central space of the complex won the GD (Good Design) mark at the '2024 Good Design Award.'

The 'Love' icon includes various shared facilities and communities such as golf and fitness. 'Save' and 'Solve' cover technology items contributing to energy saving and carbon dioxide reduction, as well as crime prevention environmental design and sterilization lighting systems, respectively.

Gwangju 'S Class The Janice' Complex Garden Yurimwon (流林園) / Photo by Doosan Construction

To promote the excellence and five meanings of We've, Doosan Construction established the 'Doosan Construction We've Golf Team' last year and is actively utilizing it in marketing. Five video advertisements capturing the core of We've were produced for the first time by a construction company, assigning the five keywords of We've according to the players' personalities. Recently, voice advertisements on the Shinbundang Line were conducted using affiliated players.

A Doosan Construction official said, "We have organized and are operating a 'brand council' and a 'differentiation council' to create We've's unique differentiation, and we will continue to do our best to provide differentiated products unique to Doosan Construction that consumers need."