With my gaming group we tend to use silly names, make them up as we go along, and yes - we do use "placemark" names. Such as the necromancer's tower, which was referred to simply as "the tower" and "the necromancer's tower" and a bit later as "my tower" by the necromancer PC ... this actually replicates the way we use names in the real-world. Referring to the nearby big city as "the City", the big river becomes "the river" and so on.