Diverse brand taps unique lifestyles

Asian Property Development (AP) senior vice president Visanu Suchartlumpong

Visanu, who has been handling marketing for AP since he joined the company in 2005, said the idea behind promoting AP was not to build a corporate brand but to focus on developing multiple product brands to match consumers' demand for residences matching their lifestyles.

The Life brand targets the city lifestyle of GenerationY - homebuyers aged between 25 and 30 years. The condominium under this brand is designed on a modern, contempo¬rary theme, with units priced between Bt1.5 million and Bt2.5 million.

The Rhythm is a new brand under the AP umbrella. It also promotes city condominiums but its modern theme focuses on the middleage market - consumers between 30 and 40 years of age. The condominium offers units priced between Bt3 million and Bt5 million.

The Address, again a city condo¬minium, caters to the luxury segment and is priced between Bt5 million and Bt10 million a unit.

"Our seven brands in three cate¬gories represent our customers' diverse lifestyles and cater to their unique demands," Visanu said.

He said, when the company decid¬ed to launch its new products, it first zeroed in on its target customers, and then conducted research on their lifestyles and requirements before designing the projects.

For example, before the launch of its latest brand, The Rhythm, on Ratchadapisek Road, the company discovered that its target segment of the middle to highincome group, earns up to Bt80,000 a month and prefers private residences. The com¬pany then selected a name that went with this segment's personality. "When we select a project name, we wanted it to represent the customer's personality," he said.