Track2Realty Exclusive: Media perception is not much different than public perception in developing brand. It depends on how media plays down. 50 per cent of the media is honest in promoting actual brand worthiness but few media also carries planted articles or on the contrary, prevents negative articles in exchange of media barter deals.

Track2Realty Exclusive: In realty business, brand is an additional value the consumer is prepared to pay compared with an ordinary product yet fulfilling the same purpose. If a brand is not able to offer the consumer better advantage that the competitors, it will turn into a commodity.