Chennai
Contrary to perception, naming projects is a well-researched and executed exercise. Most leading developers invest a great deal of psychology and marketing thought in this process. The aim usually is to best convey the value proposition and market positioning of the project in one (or a few) words. At other times, the goal may be to stir up a certain aspiration in the minds of target clientele or associate the project to uber-luxury or select global locations. Continental names intend to conjure images of exotic European locales and life there. Theme-based or luxury projects and gated townships get named in such a fashion. The developer evokes a sense of ‘arrival’ in the buyers’ minds apart from representing global ambience and exclusiveness such a project would offer.
Two upcoming projects in Mumbai have been named after ‘Paris’, featuring French-styled apartments – and ‘Miami’ – as the project gives a great view of the Mahim bay. In Bengaluru, Prestige named two projects after London’s Kensington Gardens and Wellington Park, as they have a lot of open spaces, greenery and recreational facilities.
Call it a post-colonial legacy or the human psychology of finding foreign-sounding names attractive, but there is no denying that Indian customer’s psyche equates such names to better value propositions, international concepts, design and amenities. Not only NRIs but local buyers too are impressed by the idea of world-class designs and amenities associated with foreign names.
Increasing globalisation has exposed Indians to international locations, and the global appeal of such names attract the jet-setting, niche set of buyers. Such names are seen as neutral and cosmopolitan. Given the tangible results of using such names in recent years, it is a trend which is here to stay - and developers are bound to get innovative with the science behind naming their projects.
Visit news.dtnext.in to explore our interactive epaper!
Download the DT Next app for more exciting features!
Click here for iOS
Click here for Android