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Branding. I've found that many newer buildings in Atlanta, GA are "named." I use quotes because I don't think there's any official registry behind the name. Bu

Branding. I've found that many newer buildings in Atlanta, GA are "named." I use quotes because I don't think there's any official registry behind the name. But branding your building and marketing that brand seems to be a good way to attract tenants. I also find that many apartment and condominium complexes are named, and maybe even the separate building (but not the individual apartments, of course.) And any houses used as museums or event spaces are named: The Margaret Mitchell House, The Castle, The Wimbish House. Branding.

bradknowles 6y ago
In the US, I think this comes down to the developer. When a developer creates a neighborhood, they usually give it a name. And that name usually sticks. Likewise, when a developer creates a larger building, they might give it a name. And that name will probably stick for as long as that original owner continues to own it. But there is also a major branding exercise here — look at the names of sporting arenas. It’s “Dodger Stadium” until Oracle decides to pay enough money to change the branding, and then it’s “Larry’s Private Blue Field Oracle Stadium That Is Occasionally Used By The Dodgers” or whatever the hell they decide to use. And that sticks until the term is up and someone else pays the license fee to change the name again.