Buradasınız

WHAT'S IN A NAME: The Amateur's View of Good Practices in Naming an Online Educational Program

Journal Name:

Publication Year:

Author NameUniversity of Author
Abstract (2. Language): 
Branding is considered to be particularly important in the marketing of online educational programs. A critical step to establishing the brand is naming the product appropriately. To this end, one can secure the services of professionals or rely on a do-it-yourself approach. The research reported here aimed to identify the features that non-professionals (graduate students) consider to be important in the name for an online educational product, and to compare these to the recommendations made by naming professionals (as reported in the literature). A survey directed at current and prospective graduate students at a traditional university asked about the desirability of 16 characteristics in the name of a new line of online courses. The six characteristics that were deemed most critical are (in order of importance): self-explanatory, memorable, easy to pronounce, has appealing associations, suggests/hints at the key features, and short. These are the same features that professionals in the business of creating new product names generally consider as best practices in creating a name. The results show that contrary to the concerns expressed by some practitioners in the naming industry, college-educated individuals who do not create names for a living nonetheless demonstrate an awareness and appreciation for the features of a good name in an Internet-based course delivery system.
FULL TEXT (PDF): 
225-240

REFERENCES

References: 

Aper, B. (2008, October 7). Naming and your bottom line: Naming in a recession. Retrieved from http://catchwordbranding.com/catchthis/brand-naming/naming-and-your-bott...
Bao, Y., Shao, A., & Rivers, D. (2008). Creating new brand names: Effects of relevance,
connotation, and pronunciation. Journal of Advertising Research, 48 (1), 148-162.
Brighternaming.com (n.d). Do Automatic Name Generators Work? Retrieved from http://www.brighternaming.com/Name_Generators.html
Chapleo, C. (2011). Exploring rationales for branding a university: Should we be seeking to measure branding in UK universities? Journal of Brand Management, 18, 411-422.
Daye, D. & Van Auken. B. (2010, January 21). Brand naming contest helps Boeing soar.
Retrieved from http://www.brandingstrategyinsider.com/2010/01/brand-naming-contest-help...
de Winter, J. C. F., Dodou,D., & Wieringa, P. A. (2009). Exploratory factor analysis with
small sample sizes. Multivariate Behavioral Research, 44, 147–181.
237
Delattre, E. (2002). Business name changes: The French experience. Journal of Small Business Management, 40, 360-367.
Dunford, A. (2009). I know nothing about product naming (but that doesn’t stop me from doing it!). The Pragmatic Marketer Magazine: The Journal for Technology Product Management and Marketing Professionals, 7 (2), 27-31. Retrieved from http://www.pragmaticmarketing.com/publications/magazine/7/2/i-know-nothi...
Fortin, M. (n.d.). How to make your name memorable. Retrieved from http://michelfortin.com/how-to-make-your-name-memorable
Glynn, M. A., & Abzug, R. (2002). Institutionalizing identity: Symbolic isomorphism and organizational names. Academy of Management Journal, 45, 267–280. Gokaliler, E., & Sabuncuoglu Aybar, A. (2011). Brand management process for the online education programmes. In U. Demiray, & S. Sever (Eds.), Marketing online education programs: Frameworks for promotion and communication (pp. 56-74). Hershey, PA: IGI Global. Hammel, S. (1997 October 5). What's in a name? For the pros, big bucks. US News & World Report. Retrieved from http://www.usnews.com/usnews/ biztech/articles/971013/ archive_008030.htm
Hendricks, J. (2010). How to name new product, website, or service. Retrieved from http://jimmyhendricks.artistichub.com/2010/02/01/how-to-name-a-new-produ...
Hogarty, K. Y., Hines, C.V., Kromrey, J.D., Ferron, J.M., & Mumford, K.R. (2005). The quality of factor solutions in exploratory factor analysis: The influence of sample size, communality, and overdetermination. Educational and Psychological Measurement, 65, 202-226.
Igor International (2010, May 23). Building the perfect beast: The Igor naming guide to creating product and company names. San Francisco, CA: Igor International. Retrieved from http://www.igorinternational.com/process/naming-guide-product-company-na...
Keller, K. L., Heckler, S. E. & Houston, M. J. (1998). The effects of brand name suggestiveness on advertising recall. Journal of Marketing, 62, 48-57. Klink, R.A. (2000). Creating brand names with meaning: The use of sound symbolism. Marketing Letters, 1, 5-20. Klink, R. (2001). Creating Meaningful new brand names: A study of semantics and sound symbolism, Journal of Marketing Theory and Practice, 9 (2), 27-34.
Klink, R. (2009). Gender differences in new brand name response. Marketing Letters, 20, 313-326.
Kohli, C., Harich, K., & Leuthesser, L. (2005). Creating brand identity: a study of evaluation of new brand names. Journal of Business Research, 58, 1506-1515.
238
Kohli, C., & Hemnes, T.M. (1995). A corporation by any other name . . .? Business
Horizons, 38 (6), 29–33.
Kohli, C. & LaBahn , D.W. (1997). Observations: Creating effective brand names: A study of the naming process. Journal of Advertising Research, 9 (1), 18- 37. Kohli, C. & Suri, R. (2000). Brand names that work: A study of the effectiveness of different types of brand names. Marketing Management Journal, 10, 112-120.
Kollmann, T., & Suckow, C. (2007). The corporate brand naming process in the net economy. Qualitative Market Research: An International Journal, 10, 349-361.
Maile, C. A., & Bialik, D. M. (1989). Rhyme, rhythm, and reason: The three r's of brand
name selection. Business, 39, 53-57. MacCallum, R. C., Widaman, K. F., Zhang, S., & Hong S. (1999). Sample size in factor analysis. Psychological Methods, 4, 84-99.
Merriam Associates (2009). Styles and types of company and product names. Retrieved http://merriamassociates.com/ 2009/02/styles-and-types-of-company-and-product-names
Muzellec, L. (2006). What is in a name change? Re-Joycing corporate names to create corporate brands. Corporate Reputation Review, 8, 305–321.
Opatow, L. (1985). Creating brand names that work. Journal of Product Innovation Management, 2, 254-258.
Paden, N., & Stell, R. (2006). Branding options for distance learning programs: Managing the effect on university image. International Journal of Instructional Technology and Distance Learning, article 4. Retrieved from
http://www.itdl.org/Journal/Aug_06/article04.htm
Pavia, T., Costa, J.A. (1993). The winning number: consumer perceptions of alpha-numeric brand names. Journal of Marketing, 57 (July), 85-98.
Peterson, R.A., Ross, I. (1972). How to name new brands. Journal of Advertising Research, 12 (6), 29-34.
Preacher, K. J., & MacCallum, R. C. (2002). Exploratory factor analysis in behavior genetics research: factor recovery with small sample sizes. Behavior Genetics, 32, 153-161.
Prweb.com (2009, January 29). Brain donor introduces do-it-yourself new product naming system. Retrieved from http://www.prweb.com/releases/brand_positioning/Brain_Donor/prweb1864704...
Rivkin, S. & Sutherland, F. (2004). The making of a name : The inside story of the brands we buy. New York, NY: Oxford University Press.
239
Robertson, K. (1989). Strategically desirable brand name characteristics. The Journal of Consumer Marketing, 6 (4), 61-71.
Russell, J. (2007, October 7). For drugmakers, finding a name is more art than science. USAToday. Retrieved from http://www.usatoday.com/money/industries/health/2007-10-07-drug-names_N.htm Sebba, M. (1986). The -ex ending in product names. American Speech, 61, 318-326.
Sen, S. (1999). The effects of brand name suggestiveness and decision goal on the development of brand knowledge. Journal of Consumer Psychology, 8, 431-455.
Simpson, O. (2011). Marketing online education. In U. Demiray, & S. Sever (Eds.), Marketing online education programs: Frameworks for promotion and communication (pp. 32-40). IGI Global: Hershey, PA.
Strategic Name Development (n.d). Brand name research. Retrieved from http://www.namedevelopment.com/brand-name-research.html
Surowiecki, J. (2004). The wisdom of crowds: Why the many are smarter than the few and how collective wisdom shapes business, economies, societies and nations. New York, NY: Doubleday.
Thompson, D. (2011, May 12). The science of naming brands, from iPad to ice cream. The Atlantic. Retrieved from http://www.theatlantic.com/business/archive/2011/05/the-science-of-namin...
Turley, L.W., & Moore, P.A. (1995). Brand name strategies in the service sector. Journal of Consumer Marketing, 12 (4), 42-50.
Zinkhan, G.M.., & Martin, C. R., Jr. (1987). New brand names and inferential beliefs: Some insights on naming new products. Journal of Business Research, 15, 157-172.

Thank you for copying data from http://www.arastirmax.com