Now This is Branding

The Summit is a brand new tower project in Dubai Marina which already has a name and probably a following.

Why so fast? Is it the sleek design, is it the concept (a lettable office-condominium), is it the location, is it the money spent on publicity...? Well, it is all of this ...or simply put, branding!

It isn't the tallest tower, nor the most exclusive. It certainly won't be the most affordable, nor the most iconic. But it has a combination of at least a few notable qualities, each alone perhaps not amounting to much. But promoted together, the reaction it garners is STUNNING! ORIGINAL!

          Judge for yourself:



Some towers are a brand in and of themselves, not really needing to make an effort--like the Burj Dubai, the acclaimed tallest tower in the world. Actually, the branding started with the decision to build such a tower.

In most cases, however, the brand has to be developed. MAG PDD, for example, builder of MAG 214, 218 and 224 towers is creating a brand in its name--but that leaves some work to be done for each individual tower to establish it's own brand.

The Summit developer chose to establish its identity through the simultaneous release of some of the most stunning renders seen on the property market to date. They create the illusion that the rising spire is the pure essence of the word summit--even though this is not the case.

The tower, using its spire, could just as easily have been named The Spire, The Point, The Antenna, The Pic and so on. But with the name Summit and a magnificent spire as its symbol, a totally new brand seems to have been created.

The Summit is by developer, ETA Star.

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