Apartments Drawing Attention for Community Competitiveness... Royal Park City Ranks 1st in Brand Reputation
DK ASIA’s "Royal Park City" has claimed the top spot in a domestic residential community brand reputation survey.
The Korea Corporate Reputation Research Institute announced on the 29th that it analyzed 8,447,755 pieces of online big data over a one-month period from May 29 to June 29, targeting 13 domestic residential community brands. The results showed that Royal Park City ranked first with a brand reputation index of 1,166,196.
The brand reputation index is calculated by synthesizing engagement, media, communication, and community indices based on consumers' online activities.
In this survey, Lotte E&C’s "LE EL" came in second with a brand reputation index of 924,821, while GS E&C’s "Xi" recorded 846,673, landing in third place.
They were followed by HDC Hyundai Development Company’s "IPARK," Daewoo E&C’s "PRUGIO," POSCO E&C’s "THE SHARP," BS Hanyang’s "SUJAIN," Samsung C&T’s "RAEMIAN," Doosan Enerbility’s "Trimage," Hoban Construction’s "SUMMIT," DL E&C’s "ACRO," Kumho E&C’s "ATERA," and SK Ecoplant’s "DE FINE.“
The Korea Corporate Reputation Research Institute analyzed that the recent expansion of competition over community facilities—which support sports, leisure, culture, and social activities within apartment complexes—is impacting brand competitiveness.
However, the survey also revealed that the overall volume of online activity decreased due to the contraction of the real estate market. The total big data volume was recorded at 8,447,755, representing a 27.78% decrease compared to the previous month (11,697,091).
By specific indicators, brand consumption decreased by 18.44%, brand issues by 22.07%, brand communication by 33.13%, and brand spread by 31.54%, indicating a general slowdown in online activity.
On the other hand, community activities and interest were relatively maintained around luxury brand complexes, showing a continuing gap between brands.
Royal Park City, which ranked first, received high scores in the media and community categories, recording an engagement index of 154,717, a media index of 320,247, a communication index of 320,572, and a community index of 370,660.
Koo Chang-hwan, director of the Korea Corporate Reputation Research Institute, stated, "Recently, residential communities have become an important element of brand competitiveness as demand grows to handle various lifestyle activities, such as sports, leisure, and socializing, within the complex." He added, "As competition over community facilities continues, centered around luxury brand complexes, the gap in brand value is likely to widen."