Macros for HTML---good or bad?

I've been looking at both less.js and more.js with the idea of adding constants/definitions to my CSS code. While doing so it occured to me that, that wasn't what I actually needed. What I need is to be able to give arbitrary Unicode meaningful names no matter where I use them. As a for instance, ♔ is the hex version of 'Black Chess King'. Clearly the official 'name' isn't particularly easy to use, but it is quite descriptive. What I'd prefer, is something more along the lines of —, say &bking; but at a guess the W3C folk play bridge (hence &club;, &spade; etc.) and not chess. This suggests to me that a macro processor would be a solution. Having said that, I'm also aware of how such things are abused (see: 'C' and 'C++') and wonder what those who actually code in HTML or adjunct material would feel about such a thing?