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BOSTON-Increasingly, residential builders are looking to create brands for their projects in a marketing maneuver they hope will raise the visibility and selling potential of their apartment and condominium developments.

From Boston's waterfront to the Berkshire Mountains, developers are creating brands they hope will evoke a lifestyle attractive to buyers.

Along the city's waterfront in South Boston, the Archon Group and Goldman Properties recently re-lit the historic 'Boston Wharf Real Estate Co. Industrial Real Estate' sign which had been dark for two decades in the hopes of giving the neighborhood where it is renovating 17 buildings a distinctive landmark.