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What’s In A Name:
The Amateur‘S View Of Good Practices In Naming An Online Educational Program

Year 2013, Volume: 14 Issue: 3, 225 - 240, 01.09.2013

Abstract

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.

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-bottom-line 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, 411-4
  • Daye, D. & Van Auken. B. (2010, January 21). Brand naming contest helps Boeing soar. Retrieved from contest-helps-boeing-soar.html de Winter, J. C. F., Dodou,D., & Wieringa, P. A. (2009). Exploratory factor analysis with small sample sizes. Multivariate Behavioral Research, 44, 147–181.
  • 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
  • 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-product- website-or-service
  • 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, 202-2
  • 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-names.php 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.
  • 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- 1
  • 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.ht m
  • Rivkin, S. & Sutherland, F. (2004). The making of a name : The inside story of the brands we buy. New York, NY: Oxford University Press.
  • 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.),
  • 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-naming- brands-from-ipad-to-ice-cream/238820
  • 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.

Assistant Provost for Evaluation Services La Salle University

Year 2013, Volume: 14 Issue: 3, 225 - 240, 01.09.2013

Abstract

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-bottom-line 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, 411-4
  • Daye, D. & Van Auken. B. (2010, January 21). Brand naming contest helps Boeing soar. Retrieved from contest-helps-boeing-soar.html de Winter, J. C. F., Dodou,D., & Wieringa, P. A. (2009). Exploratory factor analysis with small sample sizes. Multivariate Behavioral Research, 44, 147–181.
  • 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
  • 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-product- website-or-service
  • 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, 202-2
  • 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-names.php 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.
  • 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- 1
  • 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.ht m
  • Rivkin, S. & Sutherland, F. (2004). The making of a name : The inside story of the brands we buy. New York, NY: Oxford University Press.
  • 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.),
  • 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-naming- brands-from-ipad-to-ice-cream/238820
  • 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.
There are 43 citations in total.

Details

Primary Language English
Journal Section Articles
Authors

Michael J. Roszkowskı This is me

Publication Date September 1, 2013
Submission Date February 27, 2015
Published in Issue Year 2013 Volume: 14 Issue: 3

Cite

APA Roszkowskı, M. J. (2013). What’s In A Name:
The Amateur‘S View Of Good Practices In Naming An Online Educational Program. Turkish Online Journal of Distance Education, 14(3), 225-240.