Determining the level of protection of a developer’s brand

The residential real estate construction market is increasing in volume but remains the most risky industry in terms of investment due to the long lead time for product creation and realization. Brand can play an important role in reducing the risk of real estate developers. There is a relationship between the concepts of image, reputation, brand and goodwill. Hence, a real estate developer's goodwill is affected by its image and reputation. Research Objective. It is necessary to identify approaches for assessing the reputation of developers in regional residential real estate markets in order to maintain their brand and, consequently, competitiveness at the required level.