What makes a residence branded
A residence is branded when the developer has an agreement with a brand to use its name, and usually its design input or operating standards. How involved the brand is varies. It can range from a design collaboration to full hotel-style management of the building. Recent Dubai examples, as the developers describe them:
- Six Senses Residences Dubai Marina: announced by Select Group and Six Senses in March 2024 as a 122-storey tower with 251 residences.
- Binghatti's branded collection: Binghatti lists Burj Binghatti Jacob & Co Residences, Bugatti Residences by Binghatti and Mercedes-Benz Places among its projects.
- Dorchester Collection: Omniyat lists The Alba Residences, Orla, Vela and The Lana under the Dorchester Collection name.
Check the listings above to see which branded projects currently have units available. Because the brand's role differs from project to project, compare what each one actually includes rather than relying on the name.
What to check before buying a branded residence
You are paying partly for the brand, so find out exactly what it delivers. Ask the developer to answer these questions in writing:
- What is the brand's role? Is it design only, or does it also manage the building and provide services after completion?
- How long does the brand agreement last, and what happens to the building's name and services if it ends?
- Which services are included in the service charges, and which do you pay for each time you use them?
- What are the projected service charges? Compare them with existing buildings using DLD's Service Charge Index, which shows the RERA-approved rates for existing projects.
- Are there rental rules? Ask whether the building has its own rental programme or limits on short-term letting, especially if you are buying to invest.
- What exactly is specified? Make sure finishes, furniture packages and branded features are listed in the SPA, not only in the brochure.
Keep copies of the answers with your contract.
Same rules, same protections
You buy a branded residence under the same Dubai off-plan rules as any other project. The brand doesn't change your legal protections or your fees.
- Project registration and escrow: the developer must register the project with DLD and pay buyers' money into a separate escrow account that can only be used to build it.
- Oqood: your purchase is registered on DLD's Interim Register. DLD charges a 4% registration fee, which it has said the buyer pays to the developer.
- Payment plan: DLD says the payment schedule is based on construction progress. You can check progress on DLD's Project Status Enquiry or in the Dubai REST app.
- Golden Visa: DLD's Golden Visa service is for investors who own property worth at least AED 2 million at the time of purchase. The GDRFA requires a lien on the property throughout the validity of the residency. Confirm with DLD how an off-plan unit is treated before you count on it.
Our Golden Visa guide and DLD fees guide go into more detail.
Comparing branded and non-branded options
Judge a branded residence on the same basics as any other home. Then decide whether the brand's extras are worth what they cost you.
- Location and developer: a brand can't make up for a weak location or a developer with a poor record on delivery. Use our developer checklist.
- Total cost of ownership: compare the price, service charges and any brand or operator fees with a similar non-branded building nearby.
- Net rental return: if you are investing, work out your return after all running costs with our rental yield calculator.
- Handover and payment plan: check the completion date in the SPA and how the instalments are spread. See our payment plans page.
For high-end homes without a brand, browse penthouses and mansions for sale. Waterfront options are on our waterfront page.
