India, Jan. 28 -- As many as 40% of high-net-worth individuals who have bought into DLF's yet-to-be-launched ultra-luxury housing project 'The Dahlias' in Gurugram are those who currently own units in the company's earlier projects, The Camellias and The Aralias. For a brand like DLF, that's rock-solid repeat clientele that provides a firm catchment. As DLF's Home Developers Joint managing director Aakash Ohri puts it, the towering brand legacy gives it salience and that is where the brand loyalty comes in, just like those who swear by an Apple product or a Birkin bag.

"Take the analogy of a Birkin bag or an Apple phone. Why would someone pay more for a new product in the market? It's because they have experienced the product before. It'...