Brookdale to Change Community Names Under National Branding Initiative

Brookdale Senior Living, the largest owner-operator of senior living communities in the nation, announced via its website that it has begun the process of changing dozens of its community names to better reflect its national brand.

Beginning with 16 Houston-area communities, the company is transitioning community names such as “Terrace at Champions” and “Hampton at Cypress Station” to “Brookdale Place Champions” and “Brookdale Place Cypress Station,” respectively, incorporating Brookdale into the communities’ names.

“We’re excited about our new name and we know that it means more people will recognize us as a solutions provider for seniors and their families in Houston,” said Christina Hale, executive director of the soon to be renamed Hampton at Pinegate, in a press release. “But don’t think that we’ll all look the same. Each community will still be unique because of our locations, services, residents and associates.”


The first 16 name changes to take place over the next two weeks are part of a larger brand activation initiative, Brookdale tells SHN. The goal is to shift communities the company has acquired from various naming conventions to the Brookdale name so they can better take advantage of the company’s national brand.

“Having Brookdale in the names of communities makes the brand more recognizable to seniors looking for solutions to the needs in their lives,” a Brookdale spokeswoman told SHN in an email. “Each community name will include “Brookdale” and a local identifier tied to its location through a landmark or geography. The specific services each location currently provides will be unaffected by a name change, whether it’s independent living, assisted living, Alzheimer’s and dementia care, skilled nursing or home health care. Each community will continue to have the unique characteristics of its location, associates and residents.”

The name change campaign is unrelated to Brookdale’s planned merger with Emeritus, which is expected to close in the third quarter of 2014. It comes following earlier announcements regarding the “game-changing” branding initiative announced in 2013 that spans a national TV advertising campaign and print ads, among other initiatives.


Written by Elizabeth Ecker

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