Why Brand Is becoming a Driver of Value

JUNE 2026

Speaking at the recent Phuket Property Exchange, Anthony Moulton joined industry leaders to discuss the evolving role of brand within luxury real estate and branded residences.

As premium developments become increasingly comparable in terms of location, architecture and amenities, brand has become one of the strongest points of differentiation. More than a marketing tool, it influences how a project is positioned, perceived and ultimately valued.

For developers, this represents a shift in thinking. Brand is no longer something applied once architecture and interiors are complete. Increasingly, it is being considered from the earliest stages of development, helping shape everything from positioning and design decisions through to customer experience and long-term commercial value.

Branded residences continue to demonstrate this evolution. While affiliation with a globally recognised hospitality brand provides trust and international reach, the projects commanding the greatest premiums are often those with a distinctive identity, a compelling narrative and a strong sense of place.

Drawing on Brand & Co.’s experience across luxury hospitality, mixed-use destinations and branded residences throughout Asia Pacific, Anthony shared how brand strategy can create lasting value when embedded from the outset rather than introduced as a marketing exercise.

As the branded residences sector continues to evolve, the role of brand will only become more significant, not simply in attracting buyers, but in shaping the long-term success and legacy of a development.