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Many companies launch various strategies to grab market share and win consumers' hearts. They must spend a lot of money on publicity, in order to create demand for the goods and services.

For the property sector, one may think it is standard practice born out of marketing theories in textbooks that developers must set a large budget and find top advertising agencies to build their brand image. However, I have a different opinion, because this is not the fixed formula at LPN Development. As long as I can remember, LPN has had a significantly different concept from other developers, one that has been indoctrinated over the past 20 years.

Besides building condominiums and quality homes for customers, we also focus on developing the standard of living within the community, treating customers like members of the family. Staff from various departments strive to build a vibrant community by looking into facility management, budget management, life-quality management, environmental concerns and security management.

From our experience, we know that community management focused on developing the standard of living is a complicated task. We must figure out how to manage and promote awareness and understanding and create unity in a community of more than 1,000 people. The concept of living in condominiums requires the participation of all residents.

Therefore, it is necessary to operate in a professional manner, which LPN understands is a significant issue. Lumpini Property Management was established in 1992 to focus on community management.

Over the years, this has become an outstanding concept among real-estate developers. Also, it contributes to brand loyalty. Customers always think about LPN first when they think about condominiums. It creates a marketing buzz. LPN is among only a few brands that customers recommend to their friends.

During the 1997 economic crisis, I was very thankful to many customers for urging others - who were reluctant to buy a home - to make a decision, citing several advantages of LPN. If asked what the company's brand value was, I would say it was "sincerity and determination in creating happiness for our customers of every age and generation".

Each contact with customers becomes a valued addition to our work process. This is what brings real happiness.

In the past, worthiness and liquidity like at Toyota, which produces mass products with consistent quality, would be the first value that the public would associate with LPN.

In the future, I would say the first idea that should pop into customers' minds when they think of the company should be "real pleasure of living".

I think this idea is the truth about life, more enjoyable and delightful. And it is a reality that can be experienced.