The inherently wealthy George couldn’t be bothered with the family business. Instead, he focused his attention on the finer things in life, including world travel. One of his excursions took him through the mountains of western North Carolina, and it was there that he fulfilled his dream of building a country estate that resembled a French chateaux.

Built in 1895, the 250-room Biltmore was remarkable for its time in many respects, with such unique features as interior bathrooms and plumbing, electricity, and an indoor swimming pool. The magnificent grounds were designed in accordance with a plan executed by Frederick Law Olmsted of New York’s Central Park fame. Vanderbilt was a visionary in operating the estate: he ran it as a self-sustaining property, maintaining his own staff, growing his own produce, raising his own cattle and, eventually, creating the Biltmore Dairy, which sold commercial dairy products.

Even so, the house later became something of a white elephant and fell into disrepair. But the Cecil family, descendants of George Vanderbilt’s only daughter, not only refurbished the palatial quarters, they turned it into a major tourist attraction, adding to it a superb inn and a winery. In 2006, the Biltmore welcomed one million visitors for the first time in a single year. The Biltmore Winery, on the estate’s grounds, is the most visited winery in the U.S.

Still privately owned, Biltmore is today emerging as a legitimate brand name. The house, of course, is the anchor attraction, and a visit demonstrates the family’s attention to branding detail, from the tickets to the signage to the consistent use of type and color. Everything about the house, grounds, restaurants, shops and personnel has that Disneyesque feel of a well-appointed, well-run organization that cares about its image and its visitors.

The 8,000-acre estate has become something of an adult playground. In addition to hiking trails (dogs permitted, in the tradition of George Vanderbilt, who loved them), horseback riding, biking, river rafting, and a “Land Rover Experience” driving course are available. The Biltmore offers summer concerts on the grounds and special candlelight tours of the house during the Christmas holiday season. Catering and a separate facility are available for special events. The luxurious 201-room Inn on Biltmore Estate has developed a reputation of its own.

A new section of the estate, Antler Hill Village, just opened, offering a gathering place and additional dining and shopping options. The village functions as an entry point to the estate’s Farm, Outdoor Adventure Center, and Winery – another shrewdly designed attraction to keep visitors on the grounds beyond a tour of the house.

The house is the core of the Biltmore brand, yet the brand itself encompasses much more. The twenty-five year old Biltmore Winery, for example, has produced its share of internationally award-winning Biltmore Wines, debunking the myth that Napa Valley has a lock on fine American wines. In addition to its branded wines, Biltmore now boasts a full line of branded products, including an exclusive, private line of Biltmore For Your Home products available at Belk’s, a chain of department stores in the Southeastern U.S.

Recognizing the inherent value of the brand, Biltmore is active in seeking out potential “Licensed Partners” who could use the prestige of the brand to expand their businesses. Recently, Biltmore launched “Biltmore Inspirations,” a party plan venture where sales consultants will offer exclusive Biltmore products in a home party environment. Products will “focus on culinary and tabletop items and will blend chef-inspired foods with everyday practicality,” says the company.

As might be expected, the impact of the historically significant Biltmore on its home city of Asheville is felt on a daily basis. Streets, gas stations, housing developments, and areas in and around the city carry the name Biltmore (for better or worse, since it is often times confusing to visitors). Consider it a kind of all-encompassing acknowledgment of the power of the brand. But rather than dilute it, seeing “Biltmore” everywhere is a constant reminder that this city is home to the palace that George Vanderbilt built – a landmark that seems to be well on its way to becoming a brandmark.

Barry Silverstein has been a frequent brandchannel contributor since 2007. He has thirty years of advertising and marketing experience and is currently a freelance writer and marketing consultant. He founded and ran his own direct marketing agency and held executive positions with Epsilon, a leading database marketing firm and Arnold, a major ad agency. Silverstein is the author of three marketing books, including the McGraw-Hill book, The Breakaway Brand, which he co-authored with Arnold CEO Fran Kelly.