The 2026 Branded Living Summit in Saigon

MAY 2026

Branded residences have become one of the fastest-growing categories in global real estate and one of the least understood. As the sector expands across Asia-Pacific, the conversation is shifting away from name recognition toward a more demanding question: what does a brand actually need to deliver to justify the premium it commands?

At this year’s Branded Living Summit in Saigon, hosted by Masterise Homes and Savills Vietnam at the JW Marriott Hotel & Suites Saigon, Anthony Moulton presented Brand & Co’s perspective on the strategic role of brand within real estate and why, in this category more than any other, trust is the real product being created.

The next generation of branded residences will not be defined by the logo on the door. It will be defined by the quality of experience that logo guarantees: the consistency of service, the integration of architecture and hospitality, the cultural fluency of the offering, and the long-term value created for the people who live there.

For developers across Asia-Pacific, the implication is structural. A branded residence is not a marketing layer applied to a building. It is a long-term commitment to a standard, one that must be designed into every aspect of the project, from the masterplan through to the resident experience years after completion.

Where that commitment exists, the category delivers exceptional value. Where it does not, the brand premium erodes quickly.

Brand & Co extends its thanks to Masterise Homes and Savills Vietnam for the invitation and for creating an important platform for discussion around the future of branded living within the region..