Why did the Este family take its name from the town of Este?

The House of Este took its name from the town and castle of Este because the family, a branch of the 10th-century Obertenghi dynasty, established their seat and held significant estates there after moving to the Venetian lands.12

The family's connection to the location was formalized when the town served as their primary seat from 1056 to 1288. The true founder of the family, the margrave Alberto Azzo II, was associated with these holdings, and the name became synonymous with the dynasty as they later expanded their political influence into cities like Ferrara, Modena, and Reggio.132