Dorchester Collection
Brand Development
Defining and implementing a unifying brand concept to englobe trophy hotel assets owned by the Brunei Investment Agency and located in the world’s major gateway cities.
We create, codify and choreograph exquisite, distinctive and irresistible experiences that perform at the leading edge of luxury.
Defining and implementing a unifying brand concept to englobe trophy hotel assets owned by the Brunei Investment Agency and located in the world’s major gateway cities.
Luxury Branding was appointed to assist the board of Sun International Hotels Limited to forge a new identity for the company, which we branded as Kerzner International.
Luxury Branding worked closely with Giorgio Armani and Emaar Properties to translate the eponymous fashion brand into the experience economy through hotels and branded residences.
We live in an age of disruption and as economies, technologies and attitudes continue to change, so too does the art of branding.
In 2002, Sol Kerzner’s Sun International empire comprised two distinct businesses: mega destination resorts with casinos at their heart (e.g. Sun City and Atlantis Bahamas) and – in stark contrast – eight boutique luxury resorts including the Le Saint Géran, Mauritius and the Ocean Club, Bahamas.
Time was that naming a brand was quite simple. You just adopted your family name, which also served to distinguish private enterprise from public. Learn why and how brand naming has become more complex in this two part feature on the name game.
Where W had blazed a trail, the hotel industry – ever follower rather than an innovator – has tried to emulate and replicate W’s success to such an extent that possibly every inch of the lifestyle brand naming territory has been mined out.
Luxury Branding’s Founder, Piers Schmidt, led the team of 30 strategists, designers and project managers that conceived and delivered the controversial yet enduring rebranding of British Airways.
Creating the name and brand identity for a global alliance between 15 of the world’s leading airlines.
Repositioning one of the world’s premier department stores by imbuing it with the ‘spirit of the city’.
Luxury Branding is a strategic advisor specialising in generating sustainable brand value. Its principal experience is in the ultra-competitive premium segments of the tourism, travel, hospitality and residential real estate sectors.
Read MorePiers Schmidt and Ian R Douglas of Phoenix Global are the co-founders of Kingham Leigh. This dynamic new partnership has been created to design, develop and operate innovative hospitality projects in Europe and beyond.
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