Key Considerations In Brand Selection For Branded Residential Projects

The global branded residential sector continues to diversify and grow in both urban and resort markets. We are now seeing a new generation in the market for branded residences. Branded Residential 1.0 is largely the dominion of the luxury hospitality space, where a luxury hotel brand associates its brand with a residential project, co-located with the hotel. Branded Residential 2.0 moves beyond luxury to include a myriad of full-service, lifestyle, and select service brands with or without a co-located hotel to support the residential component. The qualitative broadening of the branded residential market and the shift to stand-alone branded residential are significant, resulting in an explosion in the range of brands lending their names to residential projects. Whereas BR 1.0 is limited to hotel brands, BR 2.0 includes fashion, automotive, jewellery, and other retail brands — brands not typically associated with hospitality. By some estimates, there are more than 200