Having spent almost a couple of decades in Real Estate marketing in India, I’ve always wondered on the naming exercise that’s undertaken by the developers. DO they address their markets, are they enamoured by the identity, meaning ion their named project, aspirations of self or buyers, OR long-term relevance.
Sports as a genre is picking up in India, and many RE developers are converting the open areas within the project to activity zones. At least, in their brochures. From a historical twin Badminton court to multi-sport arenas. The problem noticed is that the architects, Brand managers and Sales teams are all working on conflicting interests OR are too wedded to their ideas. Neither is the TG in line, nor the long-term sustainability of the theme.
Having worked on brands, it’s important to ask the right questions. Brand Managers should indulge the promoters of real estate projects with these questions, and force them to shed their love for their own imagination. In the best interest of the project.
I thought it good to list a few that I ask myself, and reasoning thereof.
Who am I naming this for?
– Who is your core audience? Are they young families, middle aged-income households, NRIs, or premium buyers?
– What language resonates more: Hindi, English, or blended?
– Do they want the name to feel aspirational, relatable, or exclusive?
What is the core promise of the development?
What is the positioning?
– lifestyle?
– Wellness and healthy living?
– Community and active family life?
– Status and prestige?
The name must signal the most important promise.
Should the name reflect place, purpose, or emotion?
– Place-based: e.g. Gurgaon Greens, New Palam Sports, Expressways sports Green
– Purpose-based: e.g., Aero City, Sports Living
– Emotion-based: e.g., Khushi Enclave, Victory Valley, Lakshya
The direction determines the tone.
Should the name be timeless or trendy?
– Will the project remain relevant in 20–30 years, or is it okay to sound youthful and modern?
For example, one can talk about Timeless: Arena Residences, Victory Park
Or Trendy and Youthful: Bliss Homes, PlayHub Living
More importantly, ask yourself if the chosen brand names relate to any of the questions listed below.
- Should we reference sports directly or indirectly?
- Direct sports cues: Arena, Stadium, Court, Podium
- Subtle lifestyle cues: Active, Vitality, Harmony
- No sports reference but emotionally aligned: Aspire, Momentum, Peak
The choice is whether you like to brand a SPORTY messaging; or a more subtle association.
Everyone talks Green these days in Real estate projects. How do sports and greenery coexist in the narrative?
Does the environment feel more like:
- Energetic sports hub?
- Calm, wellness-inspired greens and parks?
- A blend of both?
The name should reflect the balance.
Does the name pronounce easily across dialects?
- Can a buyer from Delhi, UP, Haryana, or NCR say it effortlessly and with pride?
- Avoid tongue-twisters or names that lose meaning when spoken locally.
Is the name be owned across the genre you want to create and protectable?
- Can the name be Trademarked?
- Can I secure a Domain name?
- Can the name be Made unique in a crowded real estate naming landscape?
- What lifestyle does the name signal?
Does the name reflect:
- Competition and excellence
- Activity and movement
- Healthy living
- Community and belonging
- Prestige and identity
A good name brand name must trigger an image instantly.
At the end, the developer would hand over the project to the residents and management to the RWA. How would they identify with the project? What will a resident proudly tell people? Would residents maintain the ethos of the intention? Would this name still make sense even if the community evolves beyond sports in 10–15 years?
Would they proudly say that “We live in XYZ residences. It’s a sports-based residential community.”
Make sure that the brand name doesn’t feels awkward, too literal, or childish
If the answer is yes, your thoughts are on the right line and you’ve found a lasting name that the developer and residents feel proud about.