How Branded Developments Elevate A Property Investment

Reading Time: 3 minutes

When iconic international brands start collaborating with local developers, you know the property sector is red hot.

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Branded developments, currently the biggest thing to hit the Philippine property market, are certainly leading price growth in prime global residential real estate. In fact, according to a survey by Knight Frank Research, branded properties are reaping huge dividends for investors with returns of around a third of their value. These top-notch, designer-branded, premium developments are proving to be a winning formula in the Philippines, now firmly in a new age of wealth and progress.

Using brands as a means of identification has become increasingly important in a competitive marketplace. Residential developments are no exception. By applying lessons learnt from other sectors, particularly the hotel sector where property branding made its first foray, developers are able to differentiate themselves with one-of-a-kind projects.

image1-2-1
Residential brands are all about individuality and exclusivity and thus work best with prime properties. By raising the overall profile of top-market residential developments, brand collaborations make real estate more attractive to wealthy buyers who prefer a certain level of luxury and prestige.

For property investors, unique and prestigious residential projects are certainly appealing. Their sale or resale attracts high-level buyers, directly translating into premium prices and a genuine increase in values. Since branded developments lie on the most competitive and innovative edge of the market, buyers are happy to pay more for premium services and image as they acknowledge the uplift in headline capital value.

quote2-1Smartly designed branded residential developments also provide for identity. In the same way a branded luxury item exudes a particular ideal, taste, and lifestyle, a branded residence comes with clear unique selling points that premium buyers can quickly identify with. This is important because buyers are investing in the very concept, design, and idea of the residential development. A named building, with its distinctive service, amenities, and interiors, can highlight an owner’s status in ways an ordinary street address cannot.

Then there’s the issue of trust. For international property buyers who want to enter a foreign market with an unfamiliar legal system, a known brand considerably increases trust in a project and confidence in its delivery. This sense of familiarity and safety is a boon to developments that are clearly targeted to foreign investors.

A branded development also helps buyers perceive locations in a fresh way, especially if it’s a gentrified area. A brand collaboration is practically a seal of approval. By saying yes to a partnership, an iconic brand is seen to have done its homework on the property’s location. This helps make it easier for investors to evaluate the location in a different, more positive light.

quote1-1In short, the branding of a residential project heavily influences a buyer’s decision. People want to invest in the right property. A branded tower is a powerful way to communicate the benefits of the project without having to educate and market the product on a grand scale. The name recognition and endorsement of a major brand is often enough to entice buyers to immediately invest.

Century Properties Group, a leading luxury real estate developer in the Philippines, is one developer that understands the power of residential branding. It has an impressive number of collaborations, including its latest project Century Spire, a 60-storey mixed-use office and residential tower in Makati City, designed by Starchitect Daniel Libeskind and the Italian luxury interiors group Armani/Casa. Century Spire commands one of the highest square-meter prices ever achieved in the city, and rightly so; its brand pedigree is huge and will result in one of the most luxurious buildings ever to rise in the country.

Century’s other branded projects include Acqua Livingstone in Mandaluyong, the world’s first and only tower interior designed by MISSONIHOME; Acqua Iguazu, a mixed-use development also in Mandaluyong, interior design by yoo inspired by Philippe Starck; Essensa East Forbes, a luxury twin tower project in Bonifacio Global City designed by I.M. Pei (the Starchitect who designed the Louvre Museum); and the Milano Residences in Makati, interior designed by Versace Home.

image2-1Several of Century’s branded towers are rising in Century City, the gentrified former lot of the International School Manila. By reshaping the lot into a melting pot of world-class design and international brands (Spire, Milano and soon Forbes Media Tower) they have created a high-profile urban oasis within Makati City.

Century Properties has seen tremendous uptake with its branded properties, evidence that the market is not only ready for iconic collaborations but is eager for them. It’s also testament to the investment confidence these properties inspire, which is exactly what an emerging market like the Philippines needs: property development that makes for a solid investment. Branding – where creativity and design really add value – is definitely powering Philippine real estate. It’ll be interesting to see what new and distinctive buildings rise in Metro Manila over the next few years.

 

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Reading Time: 3 minutes

When iconic international brands start collaborating with local developers, you know the property sector is red hot.

Reading Time: 3 minutes

When iconic international brands start collaborating with local developers, you know the property sector is red hot.

century-article-slider

Branded developments, currently the biggest thing to hit the Philippine property market, are certainly leading price growth in prime global residential real estate. In fact, according to a survey by Knight Frank Research, branded properties are reaping huge dividends for investors with returns of around a third of their value. These top-notch, designer-branded, premium developments are proving to be a winning formula in the Philippines, now firmly in a new age of wealth and progress.

Using brands as a means of identification has become increasingly important in a competitive marketplace. Residential developments are no exception. By applying lessons learnt from other sectors, particularly the hotel sector where property branding made its first foray, developers are able to differentiate themselves with one-of-a-kind projects.

image1-2-1
Residential brands are all about individuality and exclusivity and thus work best with prime properties. By raising the overall profile of top-market residential developments, brand collaborations make real estate more attractive to wealthy buyers who prefer a certain level of luxury and prestige.

For property investors, unique and prestigious residential projects are certainly appealing. Their sale or resale attracts high-level buyers, directly translating into premium prices and a genuine increase in values. Since branded developments lie on the most competitive and innovative edge of the market, buyers are happy to pay more for premium services and image as they acknowledge the uplift in headline capital value.

quote2-1Smartly designed branded residential developments also provide for identity. In the same way a branded luxury item exudes a particular ideal, taste, and lifestyle, a branded residence comes with clear unique selling points that premium buyers can quickly identify with. This is important because buyers are investing in the very concept, design, and idea of the residential development. A named building, with its distinctive service, amenities, and interiors, can highlight an owner’s status in ways an ordinary street address cannot.

Then there’s the issue of trust. For international property buyers who want to enter a foreign market with an unfamiliar legal system, a known brand considerably increases trust in a project and confidence in its delivery. This sense of familiarity and safety is a boon to developments that are clearly targeted to foreign investors.

A branded development also helps buyers perceive locations in a fresh way, especially if it’s a gentrified area. A brand collaboration is practically a seal of approval. By saying yes to a partnership, an iconic brand is seen to have done its homework on the property’s location. This helps make it easier for investors to evaluate the location in a different, more positive light.

quote1-1In short, the branding of a residential project heavily influences a buyer’s decision. People want to invest in the right property. A branded tower is a powerful way to communicate the benefits of the project without having to educate and market the product on a grand scale. The name recognition and endorsement of a major brand is often enough to entice buyers to immediately invest.

Century Properties Group, a leading luxury real estate developer in the Philippines, is one developer that understands the power of residential branding. It has an impressive number of collaborations, including its latest project Century Spire, a 60-storey mixed-use office and residential tower in Makati City, designed by Starchitect Daniel Libeskind and the Italian luxury interiors group Armani/Casa. Century Spire commands one of the highest square-meter prices ever achieved in the city, and rightly so; its brand pedigree is huge and will result in one of the most luxurious buildings ever to rise in the country.

Century’s other branded projects include Acqua Livingstone in Mandaluyong, the world’s first and only tower interior designed by MISSONIHOME; Acqua Iguazu, a mixed-use development also in Mandaluyong, interior design by yoo inspired by Philippe Starck; Essensa East Forbes, a luxury twin tower project in Bonifacio Global City designed by I.M. Pei (the Starchitect who designed the Louvre Museum); and the Milano Residences in Makati, interior designed by Versace Home.

image2-1Several of Century’s branded towers are rising in Century City, the gentrified former lot of the International School Manila. By reshaping the lot into a melting pot of world-class design and international brands (Spire, Milano and soon Forbes Media Tower) they have created a high-profile urban oasis within Makati City.

Century Properties has seen tremendous uptake with its branded properties, evidence that the market is not only ready for iconic collaborations but is eager for them. It’s also testament to the investment confidence these properties inspire, which is exactly what an emerging market like the Philippines needs: property development that makes for a solid investment. Branding – where creativity and design really add value – is definitely powering Philippine real estate. It’ll be interesting to see what new and distinctive buildings rise in Metro Manila over the next few years.

 

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