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December 2006

Asia’s property pioneers: Building brands

For large integrated property developments that aim to attract communities to “live, work, play” super blocks, edge cities or lifestyle shopping and entertainment developments, careful branding and marketing are as important as capital, bricks and cement. So successful have some developers become that brands created from single projects have become exportable into other developments and even overseas.


Asia’s property pioneers   Monetizing dreams “Project branding is very important now,” says M Ridwan Kamil, principal at architect and urban design firm Urbane Indonesia. “It’s not just lifestyle or media super blocks being developed now, but you have financial, commercial and pure...


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