The recent boom in high-end brand marketing in Korea’s apartment construction market has come at a cost as an increasing number of landlords refuse to place orders with companies that reject their requests to use premium brand names such as “Acro,” “Le El,” “The H” and “Summit” for new residential complexes. After several disputes over naming rights led some landlords to switch contractors, construction firms now face a dilemma over whether they should keep their luxury brands exclusive or allow broader use. Earlier this month, landlords of Sangdaewon Redevelopment Zone 2 in Seongnam, Gyeonggi Province, began seeking a new construction firm to replace DL E&C after the company refused to name their new complex “Acro” instead of “e-Pyeonhansesang,” its midrange brand. DL E&C faced a similar issue in the past with landlords of Seoul’s Sindang Redevelopment Zone 8, who canceled their contract in 2023. They turned to POSCO E&C, which proposed using its high-end brand “Otier” instead of the mid-tier “The Sharp.” Likewise, landlords of Heukseok Redevelopment