#st regis palm dubai

[bentenharuki]

Dubai. Here at the St Regis Palm for a medical conference for a few days. My training’s got also good pluses as you can see 👍🏻

The flight was a nocturnal one and being in a business cab I soundly slept with zero concerns (I left yesterday by around 22 from Malpensa)

I hope to be able to become active again soon over here: I miss all Japan suggestions and images 🌸🫶🏻💋 hugs to all my content sharers I have left alone for way too long. Miss you and your updates a lot!

[exclusivelinksestateagents]

Are branded homes a better investment for property buyers?

When it comes to luxury real estate in Dubai, branded residences have become a prominent choice for discerning investors. But how do they stack up against non-branded luxury properties? Let's explore the branded residence market in Dubai, its performance, demand drivers, potential downsides, brand importance, financing options, exit strategies, and the risk of market saturation. For those considering buying property in Dubai, understanding these factors is crucial to making informed investment decisions.

How does the branded residence market in Dubai compare to other global luxury destinations?

Dubai's luxury real estate market has soared, placing it among the top global cities for branded residences, alongside London, New York, and Miami. London attracts the global elite with names like Mandarin Oriental and Four Seasons. New York boasts iconic brands such as Ritz-Carlton and St. Regis, drawing a diverse, affluent clientele. Miami appeals to Latin American and North American buyers with fashion-linked real estate brands like Fendi and Armani.

Dubai stands out with its vast international investor market and a variety of luxury brands from hotels, fashion houses, watchmakers, and car manufacturers. Six Senses, Rixos, Cavalli, Versace, Franck Muller, Bentley, and Lamborghini are just a few of the brands that have established a presence in the city. This variety highlights Dubai's commitment to unparalleled luxury and unique living experiences.

How do branded residences perform compared to non-branded luxury apartments?

Branded residences typically outperform non-branded luxury apartments in long-term value retention and rental yields. These properties are affiliated with luxury brands, ensuring high-quality construction, top-notch finishes, first-class amenities, and effective maintenance, which help maintain the investment's value over time. They command higher rental yields from tenants seeking exceptional lifestyles and amenities. Effective property management in Dubai is essential for preserving the value and appeal of these high-end investments.

For example, a one-bedroom unit at Armani Residences in Burj Khalifa rents for AED 250K annually, compared to a similar unit in Burj Vista that rents for AED 150K. Similarly, a two-bedroom unit at Atlantis, The Royal on Palm Jumeirah rents for around AED 600K per year, while a comparable non-branded unit in Oceana rents for AED 350K annually. The premium associated with the Armani and Atlantis brands translates into significantly higher rental yields and resale values.

What are the primary demand drivers for branded residences amongst investors?

Investors are drawn to branded residences for the prestige and assurance associated with luxury brands. These properties offer quality construction, prime locations, first-rate amenities, and higher rental yields. Branded residences also provide a sense of security, retaining their value even during uncertain times due to the enduring reputation of the associated brand.

Additionally, branded residences offer the convenience of using the property for short periods while generating rental income, providing a dual-purpose investment. The brand's prestige enhances tenant appeal, ensuring steady demand and higher rental yields.

While branded residences offer convenience and services, are there potential downsides for investors?

Despite their allure, branded residences come with potential downsides. Initial purchase costs are typically higher, and ongoing service charges for maintaining exceptional amenities are considerably higher than those for non-branded properties. There may also be restrictions on property use and renovations.

The brand association itself can be a risk; any negativity related to the brand could impact property values and demand. Branded residences appeal primarily to high-net-worth individuals, which can limit the pool of potential buyers and lead to slower resale times or difficulty finding tenants during economic downturns.

How important is the brand name itself to investors?

The brand name is crucial in the branded residence market. Brands with a strong global reach and renowned reputation for luxury and service excellence offer a compelling value proposition. Four Seasons, Ritz-Carlton, and Mandarin Oriental are highly sought after by investors for their exceptional experiences and global presence.

What financing options are available for branded residences?

Financing options for branded residences in Dubai include mortgage options from local banks, private financing, and equity release. Some developers may offer direct financing options, including post-handover payment plans. However, pre-completion finance may not be available for properties still under construction, with developers typically offering handover plans during the various phases of the build.

What are the exit strategies for investors in the branded residence market?

Investors in branded residences can leverage local real estate companies specialising in luxury brands to market their properties to both local and international buyers. Private sales within one's network or community, selling through the developer, or via the hotel pool are also viable options. However, challenges may arise due to economic climate, market demands, and brand reputation.

Is there a risk of market saturation in the future?

The growing number of branded residence off plan projects in Dubai raises concerns about market saturation. Intense competition compels each development to outshine its predecessors, offering more amenities and technology. However, renowned brands with strong reputations are likely to sustain their value. Government initiatives supporting international investors and prime locations will also play a crucial role in balancing supply and demand.

Branded residences in Dubai offer significant advantages in terms of value retention, rental performance, and prestige. However, potential investors should weigh these benefits against the higher costs, potential downsides, and market conditions to make informed investment decisions. Let Exclusive Links, an expert real estate agency in Dubai, help you with this decision.  

[scribblesoul-20]

Job title: Waiter/Waitress (Rüya) at The St. Regis Dubai The Palm Company: Job description: transactions feel like part of the experience. No matter what position you are in, there are a few things that are critical... you are in, there are a few things that are critical to success - creating a safe workplace, following company policies... Expected salary: Location: Dubai Job date: Sat, 08 Jun 2024 06:53:45 GMT Apply for the job now!

[havenhomes1]

I Love Florence Tower

I Love Florence Tower, is a project located in Al Habtoor City, Dubai, comprising 453 units across 38 floors. Developed by Dar Al Arkan International Investment, start your day with breathtaking views of Dubai’s blue waters. I Love Florence Tower, is an upscale residential complex situated in the heart of Business Bay, offering residents an exceptional lifestyle supported by distinctive architecture and stunning views of the Dubai Water Canal, Burj Khalifa, and the city skyline. Furthermore, residents can access exclusive facilities like a swimming pool, spa, and fitness center. The tower overlooks famous Dubai destinations such as Downtown Dubai, Dubai Marina, and the entertainment destination, Palm Jumeirah. Residents can also reach Dubai’s comprehensive entertainment center, including Karting Zone, Dubai Ice Rink, and indoor winter sports. Location of I Love Florence Tower The new architectural project is strategically located in the center of Dubai, in Business Bay, with views of the clear waters of the Dubai Water Canal, close to financial districts and the city’s bustling areas. Nearby Locations to I Love Florence Tower Dubai International Airport is approximately 22.2 km away, a 23-minute drive or taxi ride. Luxurious 5-star hotels like JW Marriott Marquis, Westin Dubai, and St. Regis Dubai are nearby.

I_Love_Florence_Tower #UAERealEstate #Dubai

[havenhomes]

I Love Florence Tower

I Love Florence Tower, is a project located in Al Habtoor City, Dubai, comprising 453 units across 38 floors. Developed by Dar Al Arkan International Investment, start your day with breathtaking views of Dubai’s blue waters. I Love Florence Tower, is an upscale residential complex situated in the heart of Business Bay, offering residents an exceptional lifestyle supported by distinctive architecture and stunning views of the Dubai Water Canal, Burj Khalifa, and the city skyline. Furthermore, residents can access exclusive facilities like a swimming pool, spa, and fitness center. The tower overlooks famous Dubai destinations such as Downtown Dubai, Dubai Marina, and the entertainment destination, Palm Jumeirah. Residents can also reach Dubai’s comprehensive entertainment center, including Karting Zone, Dubai Ice Rink, and indoor winter sports. Location of I Love Florence Tower The new architectural project is strategically located in the center of Dubai, in Business Bay, with views of the clear waters of the Dubai Water Canal, close to financial districts and the city’s bustling areas. Nearby Locations to I Love Florence Tower Dubai International Airport is approximately 22.2 km away, a 23-minute drive or taxi ride. Luxurious 5-star hotels like JW Marriott Marquis, Westin Dubai, and St. Regis Dubai are nearby. I Love Florence Tower, is conveniently situated just 210 meters from the renowned Seven Eleven Market, accessible within a 3-minute walk. Bayt Al Dana restaurant and café are 73 meters away (approximately a one-minute drive). Chennai Kings restaurant is 130 meters away (a two-minute walk). Emirates Aviation Clinic is the closest healthcare facility, located 160 meters away (a two-minute walk). Linguistic Skills Institute is 4.3 km away (approximately a 7-minute drive). Mantra Fitness Club is 420 meters away (approximately a 5-minute walk). The Bar Academy is 1.2 km away.

I_Love_Florence_Tower #UAERealEstate #Dubai

[havenhomesuae]

I Love Florence Tower at Business Bay

I Love Florence Tower, is a project located in Al Habtoor City, Dubai, comprising 453 units across 38 floors. Developed by Dar Al Arkan International Investment, start your day with breathtaking views of Dubai’s blue waters.

I Love Florence Tower, is an upscale residential complex situated in the heart of Business Bay, offering residents an exceptional lifestyle supported by distinctive architecture and stunning views of the Dubai Water Canal, Burj Khalifa, and the city skyline.

Furthermore, residents can access exclusive facilities like a swimming pool, spa, and fitness center. The tower overlooks famous Dubai destinations such as Downtown Dubai, Dubai Marina, and the entertainment destination, Palm Jumeirah. Residents can also reach Dubai’s comprehensive entertainment center, including Karting Zone, Dubai Ice Rink, and indoor winter sports. Location of I Love Florence Tower The new architectural project is strategically located in the center of Dubai, in Business Bay, with views of the clear waters of the Dubai Water Canal, close to financial districts and the city’s bustling areas.

Nearby Locations to I Love Florence Tower Dubai International Airport is approximately 22.2 km away, a 23-minute drive or taxi ride. Luxurious 5-star hotels like JW Marriott Marquis, Westin Dubai, and St. Regis Dubai are nearby. I Love Florence Tower, is conveniently situated just 210 meters from the renowned Seven Eleven Market, accessible within a 3-minute walk. Bayt Al Dana restaurant and café are 73 meters away (approximately a one-minute drive). Chennai Kings restaurant is 130 meters away (a two-minute walk). Emirates Aviation Clinic is the closest healthcare facility, located 160 meters away (a two-minute walk). Linguistic Skills Institute is 4.3 km away (approximately a 7-minute drive). Mantra Fitness Club is 420 meters away (approximately a 5-minute walk). The Bar Academy is 1.2 km away.

I_Love_Florence_Tower #UAERealEstate #Dubai

[jovialevents12]

Top Luxurious Venues for a Glamorous UAE Destination Wedding

The United Arab Emirates boasts numerous luxurious venues perfect for hosting a glamorous destination wedding. Here are some top venues known for their opulence and excellent services:

Burj Al Arab Jumeirah, Dubai: This iconic hotel is renowned for its seven-star luxury. With stunning architecture, lavish suites, and impeccable service, it offers various venues for weddings, including beachfront locations and opulent ballrooms.

Emirates Palace, Abu Dhabi: Situated on a pristine beach, Emirates Palace is an extravagant venue offering breathtaking views, lavish interiors, and expansive grounds. It has several grand ballrooms and outdoor spaces suitable for extravagant weddings.

One&Only The Palm, Dubai: Known for its exclusivity and sophistication, this resort offers an intimate setting with luxurious accommodations and beautiful beachfront venues for weddings, ensuring privacy and elegance.

Al Maha, a Luxury Collection Desert Resort & Spa, Dubai: For a unique and romantic desert wedding, Al Maha provides a secluded and luxurious setting amidst the Arabian Desert. Couples can exchange vows with the stunning desert landscape as their backdrop.

Ritz-Carlton, Ras Al Khaimah: Offering an escape from the bustling cities, this resort combines luxury with natural beauty. It features beachfront locations, ballrooms, and stunning outdoor spaces for extravagant weddings.

Jumeirah Al Qasr, Madinat Jumeirah, Dubai: Known for its grandeur and Arabian-inspired architecture, this venue offers stunning views of the Arabian Gulf, along with luxurious ballrooms and beachside venues for elegant weddings.

The St. Regis Saadiyat Island Resort, Abu Dhabi: Situated on a pristine beach, this resort offers luxurious accommodations and beautiful venues for a glamorous beachfront wedding with excellent services and amenities.

Bab Al Shams Desert Resort & Spa, Dubai: Nestled in the heart of the desert, this resort provides a unique and romantic setting for couples seeking a desert-themed wedding with luxurious accommodations and traditional Arabian hospitality.

Palazzo Versace Dubai: Reflecting the opulence of the Versace brand, this hotel offers grandeur and luxury in every aspect. It has elegant ballrooms and stylish venues perfect for extravagant weddings.

Zaya Nurai Island, Abu Dhabi: Accessible by boat, this private island resort offers exclusive and luxurious wedding settings on a secluded beach with stunning views of the Arabian Gulf.

These venues offer luxurious amenities, impeccable service, and beautiful settings that can create a truly glamorous and unforgettable experience for couples looking to have a destination wedding in the UAE.

[somawa]

Top 10 Luxury Hotels To Stay & Have Fun (With Family) In Dubai

As we all know that Dubai is a world-renowned luxury fun destination, home to some of the most luxurious hotels in and around the world.

If you are looking for a lavish holiday with your group of friends and family, Dubai is definitely the place to spend a luxury time. In this blog post, we will be discussing the top 10 luxury hotels to stay and have fun with family this holiday in Dubai.

Burj Al Arab Jumeirah: This iconic hotel is one of the most luxurious in the world, offering stunning sea views of the Arabian Gulf. With its private beach, numerous swimming pools, and luxurious room suites, this hotel is the perfect place for families looking for an unforgettable vacation.

Atlantis, The Palm: This luxury hotel and resort, Atlantis Dubai is located on the Palm Jumeirah and offers an array of fun activities for families, including the Aquaventure Waterpark, Dolphin Bay, and the Lost Chambers Aquarium. This seven star resort also has a private beach, numerous branded restaurants, and spacious family rooms to make your stay meaningful and fun.

Four Seasons Resort Dubai at Jumeirah Beach: This beachfront resort is perfect for families, offering a children’s pool, a kids’ club, and a variety of water sports activities. The resort also has a range of dining options, including restaurants serving Italian, Chinese, and Arabian cuisine.

One&Only The Palm: This luxurious beachfront resort is located on the Palm Jumeirah and offers stunning views of the Dubai skyline. With its private beach, kids’ club, and numerous restaurants, this hotel is perfect for families looking for a relaxing holiday.

Jumeirah Beach Hotel: This luxurious hotel is located on Jumeirah Beach and offers an array of activities for families, including a private beach, a kids’ club, and a range of water sports activities. The hotel also has numerous restaurants serving international cuisine.

Waldorf Astoria Dubai Palm Jumeirah: This luxurious beachfront hotel offers stunning views of the Arabian Gulf and the Dubai skyline. With its private beach, kids’ club, and numerous dining options, this hotel is perfect for families looking for a luxurious holiday.

Raffles Dubai: This luxurious hotel is located in the heart of Dubai and offers spacious family rooms, a children’s pool, and a variety of dining options. The hotel also has a range of activities for families, including tennis courts, a spa, and a fitness center.

St. Regis Dubai: This luxurious hotel is located in the heart of Dubai and offers spacious family rooms, a kids’ club, and a range of dining options. The hotel also has a private beach and a variety of water sports activities.

The Address Dubai Marina: This luxurious hotel is located in the heart of Dubai Marina and offers stunning views of the city. With its spacious family rooms, a children’s pool, and a range of dining options, this hotel is perfect for families looking for a luxurious holiday.

Grand Hyatt Dubai: This luxurious hotel is located in the heart of Dubai and offers spacious family rooms, a kids’ club, and a variety of dining options. The hotel also has a range of activities for families, including a spa, a fitness center, and a golf course.

In conclusion, Dubai is the perfect luxury destination for families looking for a relaxing and unforgettable holiday. With its stunning beaches, world-class restaurants, and luxurious hotels, Dubai offers an array of activities for families to enjoy.

Whether you are looking for a private beach, a kids’ club, or a range of water sports activities, Dubai has it all.

[oli-worlds]

#OliDeOliveira is always on the move! My secret to keep up my energy leve… Is to enjoy every step of the journey, be present in the moment and take the most of it. #Proud #Bless #Energized #Focus #Goals #Success #Love (at The St. Regis Dubai, The Palm) https://www.instagram.com/p/Co9pc9JI8YL/?igshid=NGJjMDIxMWI=

[radiomix]

Beach clubs on the Palm Jumeriah

Beach clubs on the Palm Jumeriah

Dubai has long been home to some of the best beaches in the Middle East – and the Palm Jumeriah has only expanded its already world-beating offer in recent years. As travellers from around the world begin to look for winter sun breaks, we here explore some of the most celebrated beach clubs in the always changing tourism hotspot – and see just what makes them so special. The St. Regis Dubai,…

[exclusivelinksestateagents]

Are branded homes a better investment for property buyers?

When it comes to luxury real estate in Dubai, branded residences have become a prominent choice for discerning investors. But how do they stack up against non-branded luxury properties? Let's explore the branded residence market in Dubai, its performance, demand drivers, potential downsides, brand importance, financing options, exit strategies, and the risk of market saturation. For those considering buying property in Dubai, understanding these factors is crucial to making informed investment decisions.

How does the branded residence market in Dubai compare to other global luxury destinations?

Dubai's luxury real estate market has soared, placing it among the top global cities for branded residences, alongside London, New York, and Miami. London attracts the global elite with names like Mandarin Oriental and Four Seasons. New York boasts iconic brands such as Ritz-Carlton and St. Regis, drawing a diverse, affluent clientele. Miami appeals to Latin American and North American buyers with fashion-linked real estate brands like Fendi and Armani.

Dubai stands out with its vast international investor market and a variety of luxury brands from hotels, fashion houses, watchmakers, and car manufacturers. Six Senses, Rixos, Cavalli, Versace, Franck Muller, Bentley, and Lamborghini are just a few of the brands that have established a presence in the city. This variety highlights Dubai's commitment to unparalleled luxury and unique living experiences.

How do branded residences perform compared to non-branded luxury apartments?

Branded residences typically outperform non-branded luxury apartments in long-term value retention and rental yields. These properties are affiliated with luxury brands, ensuring high-quality construction, top-notch finishes, first-class amenities, and effective maintenance, which help maintain the investment's value over time. They command higher rental yields from tenants seeking exceptional lifestyles and amenities. Effective property management in Dubai is essential for preserving the value and appeal of these high-end investments.

For example, a one-bedroom unit at Armani Residences in Burj Khalifa rents for AED 250K annually, compared to a similar unit in Burj Vista that rents for AED 150K. Similarly, a two-bedroom unit at Atlantis, The Royal on Palm Jumeirah rents for around AED 600K per year, while a comparable non-branded unit in Oceana rents for AED 350K annually. The premium associated with the Armani and Atlantis brands translates into significantly higher rental yields and resale values.

What are the primary demand drivers for branded residences amongst investors?

Investors are drawn to branded residences for the prestige and assurance associated with luxury brands. These properties offer quality construction, prime locations, first-rate amenities, and higher rental yields. Branded residences also provide a sense of security, retaining their value even during uncertain times due to the enduring reputation of the associated brand.

Additionally, branded residences offer the convenience of using the property for short periods while generating rental income, providing a dual-purpose investment. The brand's prestige enhances tenant appeal, ensuring steady demand and higher rental yields.

While branded residences offer convenience and services, are there potential downsides for investors?

Despite their allure, branded residences come with potential downsides. Initial purchase costs are typically higher, and ongoing service charges for maintaining exceptional amenities are considerably higher than those for non-branded properties. There may also be restrictions on property use and renovations.

The brand association itself can be a risk; any negativity related to the brand could impact property values and demand. Branded residences appeal primarily to high-net-worth individuals, which can limit the pool of potential buyers and lead to slower resale times or difficulty finding tenants during economic downturns.

How important is the brand name itself to investors?

The brand name is crucial in the branded residence market. Brands with a strong global reach and renowned reputation for luxury and service excellence offer a compelling value proposition. Four Seasons, Ritz-Carlton, and Mandarin Oriental are highly sought after by investors for their exceptional experiences and global presence.

What financing options are available for branded residences?

Financing options for branded residences in Dubai include mortgage options from local banks, private financing, and equity release. Some developers may offer direct financing options, including post-handover payment plans. However, pre-completion finance may not be available for properties still under construction, with developers typically offering handover plans during the various phases of the build.

What are the exit strategies for investors in the branded residence market?

Investors in branded residences can leverage local real estate companies specialising in luxury brands to market their properties to both local and international buyers. Private sales within one's network or community, selling through the developer, or via the hotel pool are also viable options. However, challenges may arise due to economic climate, market demands, and brand reputation.

Is there a risk of market saturation in the future?

The growing number of branded residence off plan projects in Dubai raises concerns about market saturation. Intense competition compels each development to outshine its predecessors, offering more amenities and technology. However, renowned brands with strong reputations are likely to sustain their value. Government initiatives supporting international investors and prime locations will also play a crucial role in balancing supply and demand.

Branded residences in Dubai offer significant advantages in terms of value retention, rental performance, and prestige. However, potential investors should weigh these benefits against the higher costs, potential downsides, and market conditions to make informed investment decisions. Let Exclusive Links, an expert real estate agency in Dubai, help you with this decision.  

[scribblesoul-20]

Waiter/Waitress (Rüya) at The St. Regis Dubai The Palm

Job title: Waiter/Waitress (Rüya) at The St. Regis Dubai The Palm Company: Job description: transactions feel like part of the experience. No matter what position you are in, there are a few things that are critical… you are in, there are a few things that are critical to success – creating a safe workplace, following company policies… Expected salary: Location: Dubai Job date: Sat, 08 Jun 2024…

[luxurybrownbarbie]

What are your favorite hotels?

Yes! This is going to be an extremely biased list based on my own experiences. These hotels stay on my rotation constantly. I’ll probably only put five on for now, because this could get long.

1) St. Regis Bora Bora! God created this resort, I am fully convinced. The beaches, the villas, it’s all amazing. The villas have pools as though you’ll do anything but swim in the ocean. The hotel has some of the best cocktails I’ve ever tasted. Every morning I would wake up and get into the ocean. Life doesn’t get much better than that. I wept when I had to leave. I would spend the rest of my life there if I could. Once Covid is over I’m booking in for a week. 15/10.

2) Marina Bay Sands. I think this is one of the main reasons why Singapore stays in my mind rent free. The pool was amazing. I felt like I was on top of the world. A swimming pool. On the roof. And it’s right next to one of the best malls in Singapore. All I did was shop, swim, and eat. Our suite (I went with M) had its own gym. The view was godly. I lived my own little Crazy Rich Asians fantasy while I was there. 10/10.

3) Waldorf Astoria Dubai Palm Jumeirah. Even while I lived in Dubai, this was my favorite staycation choice. Loved it so much. It has the best spa I’ve ever been to, and having both the beach and the pool was amazing. The service, as expected of Dubai, was impeccable. They check on you often and make you feel like a Royal at all times. You never have to leave, it’s all there for you. Also, the bathrooms have TVs above the bathtub, and the bathtubs have jacuzzi jets. 10/10.

3) Waldorf Astoria Edinburgh. The showers made me feel something. I absolutely made sure I had as close to the same in my new flat. The suites are designed amazingly. The bathtubs are so deep, it’s amazing! I might be biased because I spent Christmas and New Years there, but I genuinely felt like I lived there. The only issue is the layout of the hotel, I love being on high floors, but the way this hotel is laid out, all of the renovated suites are on the lower floors. It’s not terrible, but I definitely need to remember it every time I book in. 9/10.

4) Mandarin Oriental Singapore. I love this hotel. It’s gorgeous. It’s elegant, it’s impeccably decorated. I’m sure pools may be Singapore’s claim to fame. The pool is fantastic. The only issue I had with it was the fact that you could get a bay view, but I’d rather just be on the bay, which is why Marina Bay Sands wins me over always. Also, some of the patterns are a bit extreme, so that’s not always the best. 9/10.

5) The Plaza! If I wasn’t determined to get married at a castle, I absolutely would be one of those people who put themselves on the waitlist to get married here before they’re even engaged. It’s amazing. It’s an old hotel that perfectly balances the modern and historic. Everything about it is decadent and elegant. Also the mattresses are amazing. The only thing is, there’s a lot of gold and gilding. It can get overwhelming at times. 9/10.

[spreejobs]

Chef de Partie - Baker job vacancy in Dubai, United Arab Emirates | St. Regis Hotels & Resorts

Chef de Partie – Baker job vacancy in Dubai, United Arab Emirates Job Description Job Number 22119114 Job Category Food and Beverage & Culinary Location The St. Regis Dubai The Palm, The Palm Island Jumeirah, Dubai, United Arab Emirates, United Arab Emirates Brand St. Regis Hotels & Resorts Schedule Full-Time Relocation? N Position Type Non-Management Located Remotely? N The St. Regis brand…