Background

Casamia is a leisure property development located in Hoi An in the riverside biological reserve adjacent to the Cua Dai beach estuary, with a special concept and unique facilities. Developer Dat Phuong is a prestigious name in infrastructure and hydroelectric power construction, but had little to no experience in real estate development at the time. While taking advantage of the real estate market situation of the day, namely the large gap between demand and supply, Casamia faced challenging competition in the form of massive projects being undertaken by other reputable property developers.

Objective

Casamia wanted to pursue its philosophy of providing customers with a second home, designed with Hoi An's unique customs and culture in mind. Targeting the middle-to-upper-class client with many options in second-home purchasing, especially from top developers, our challenge was to build a long-term strategy to help optimize Casamia’s core competitive competency, and to redefine the marketplace in which the existing market leaders at the time were very strong.

Action and Result

Casamia's distinctive location and facilities were positioned as its unique selling points, transforming its exclusive competitive advantage into its core competency, and differentiating it from its competitors. We developed the Brand Name, Casamia, to convey the concept of a peaceful, floating home with a premium private marina.