What are branded residences?

Branded residences are residential properties available for purchase on the open market that are affiliated, usually both by design and servicing, to a well-known brand. While distinct from traditional serviced apartments, in many cases, owners of branded residences are able to let out their own properties either through rental programmes or on the open market.

Brand affiliation offers several benefits to the owners, notably the assurance of a top-tier level of service and an exceptional amenity offer. The amenities of a development and the lifestyle offered by the brand can be a significant draw for new residents looking to enjoy the way of life offered by branded schemes.

How branded residences work

Branded residences are usually a partnership between a brand and a developer. The brand grants a licence to the developer to market and sell residences incorporating their brand. In many cases, the brand also manages and services the residential properties associated with their brand in order to maintain standards.

Fee structures

Fees payable by the developer include a marketing licensing fee (or royalty fee), paid to the brand on every sale. The brand also levies design fees (or a technical and service fee) in the conception of the scheme. Fees paid by the property owner include management fees and the usual service charges or Home Owners Associations (HOA) fees.

Specification and services

Unit types and sizes vary depending on scheme location. Furniture, fixtures and equipment (FF&E) packages are usually mandatory if a buyer wishes to enter their property into the managed rental scheme. High specification plays an important role in positioning a product, but it is no longer the sole differentiator for branded schemes, particularly in more mature markets.

What often sets branded residences apart are the services available as well as the personalised nature of the delivery of these services. ‘Base services’, included in service charge, comprise of concierge, security, grounds keeping and the use of hotel amenities, if affiliated to one, or in some cases, dedicated amenities. ‘On-demand’ services, at additional cost, range from housekeeping to private dining to pet services. Further discussion of the amenity offering among branded schemes can be found here.

_{Read the articles within Spotlight: Branded Residences below.}