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Using a Building’s Name as Bait for Buyers

A landmark prewar facade or the latest in high-end amenities may be at the top of a buyer’s must-have list, but a stirring or lyrical name can be a powerful selling tool, too. A clunker, on the other hand, can be at best a puzzle, at worst a punch line.

“It’s Branding 101,” said Allen P. Adamson, a managing director of Landor, a corporate identity consultant. “A name tells a story, and a good name can tell a very strong story.”