Branding drives condo sales

Came accross an interesting article about branding trend in real estate development. It's somewhat related to our old SCPT case, when real estate development company realized a value of developing a strong brand for all of its rental properties. Now, this article says that it became popular to associate new condo developments with some known brand names, let it be a famous fashion or jewelry designer, a symphony hall or a hotel chain. As long as it has a known luxury appeal, it helps sell the condos during bad and good times in real estate market life cycle.
Another good point the article makes is that because the branding became so popular, soon the real estate market may become over-saturated with brands and it would be hard to differentiate and draw a value out of branding. What they would do next is the open question.

Here's a link to the article http://money.cnn.com/2007/01/26/real_estate/condos_get_branded/index.htm

And here's a link to the example of branded luxury condos - beautiful pictures inside
http://money.cnn.com/galleries/2007/real_estate/0701/gallery.branding_drives_condo_sales/index.html