The Ascott Group is the serviced residence arm of CapitaLand Limited. It is the largest international serviced residence operator outside the US. Its residences cater to customers who are large MNCs, corporate executives, and business travelers. But will only price point to differentiate its different properties, it needed help with targeting specific customers.
After auditing 23 Ascott properties, across all the three product brands (Ascott, Somerset, and Citadines), we looked at key trends in the service residence industry, and defined management’s aspirations and goals for the brand. This helped us refine the brand architecture, segmenting the business via customer lifestyle rather than price point.
The Group’s new brand vision is about “Defining Global Living,” which emphasizes the brand’s values and personalities. We then created a positioning for each product brand: Ascott as Exclusive, Somerset as Balanced, and Citadines as Vibrant. The identities and visual systems were refined to bring out the new strategy.
To keep the Citadines brand in line with the brand strategy, the properties have been refreshed with a trendier look to cater to young, independent travelers. More vibrant, contemporary designs were added, and features such as the beds, kitchen, and bathroom layouts were reconfigured to cater to the needs of the Asian markets.
After establishing the brand program, the Management team aggressively marketed the brand changes in the international market, and is expecting to see great growth especially for the Somerset and Citadines brands, since flagship Ascott branded properties will only be located in prime areas.