Q. Would you say developers are giving more importance to branding now than they did in the past?
The real estate market today has many options. There is a need to build brand image. In the past, there were very few players and word-of-mouth publicity was enough. But, given the plethora of brands that have come up in the real estate market, it is important to tie the mother brand’s values into the property brand and to build an aura around it. Economies have hit developers and made them realise about the importance of branding. In the past, they built, sold and didn't care much. They built some good properties, but as competition grew they have started looking at brand health too.