THE COLLEGE NAME GAME - How to name a school

THE COLLEGE NAME GAME - How to name a school Part 1

There has been much comment and a fair amount of angst recently about institutions changing names. Most feel that in most cases, the name changes have not advantaged the institution. This article seeks to explore and analyze the components comprising a "good" name. and a "bad" name, and to offer some rational rule of thumb for naming an institution with a view to enhancing its reputation. I posted the bulk of this on AED a while back.

The shrewdest and most imaginative in the college name game are of course, degree mill operators. They understand that manipulation
of subliminal associations is the key consideration when choosing a name. The essential attributes of a successful
title in this context are its effectiveness at conferring legitimacy, gravitas, and stature upon the institution. These qualities in aggregate, comprise an institution's reputation.

Reputation, has a real money, dollars and cents value, to the degree mill operator, the legitimate accredited school, and to the graduates of both types of institutions. The right name can open doors that otherwise would remain closed, in employment, graduate admissions, and even in ones social life. Playing the college name game then, is no trivial pursuit.

We all know the story that The University of the State of New York (USNY) is often confused with SUNY, CUNY, or even NYU (I have documented examples of the last point). The virtually unknown USNY derives credibility, stature, and apparent reputation, by virtue of the highly associative trigger words in its name. In order of effectiveness at eliciting the desired associations, they are: University; State; New York.

CLASS
"University" is the most potent because it signals the target audience that this school is first in the class hierarchy of educational institutions. By the same token, "College" announces a subordinate class institution. Thus, to use anythingbut "University" in the title of a new and unknown institution diminishes the perceived stature of that institution.

[I should not have to point out that we are focusing exclusively on the title. Generalized, the school is mythical, there is only the name - a feature of many degree mills come to think of it.]


MODIFIER
"State" legitimizes the institution in a way that few other triggers can. It has a high likelihood of evoking strong associations with the public sector segment of the university class. This association seems to generate a high degree of comfort in the minds of most people vis-a-vis the authenticity of the institution. However, "State" also carries the downside risk that it will trigger associations with a subordinate class within state university class, namely the well known "inferior urban state university class" (witness the pummeling CSUDH took in AED). So, "State" can be something of a double edged sword, but the upside of legitimization usually outweighs the downside risk of a potentially significant reduction in prestige (stature).


IDENTIFIER
"New York" is an identifier that has no intrinsic utility, but it is synergistic with "University" and "State". In the case of USNY
there are two distinct synergies. The primary and most obvious is in its role as identifier. I would argue that "New York" in this unique context will trigger associations resulting in enhancement of all three desired attributes, i.e. legitimacy, gravitas, and
stature, than would be the case with, say, an identifier called "Idaho". "The University of the State of New York" is sexier than "The University of the State of Idaho".

However, a different result would almost certainly be true if the other trigger words in the title were changed to say, "State",
"Potato Science Research" and "University", yielding, "Idaho State University of Potato Science Research" v "New York State University of Potato Science Research". Although both version appear a bit silly (by design) the version containing the Idaho identifier looks more plausible. All three of, legitimacy, gravitas, and stature are enhanced to a greater degree when these new trigger words are associated with "Idaho", than when they are associated with "New York". "Idaho" validates "Potato Science Research" and "Potato Science Research" validates "Idaho". This symbiosis is not present in the case of "New York" and "Potato Science Research". Thus, I hope it has been successfully demonstrated that isolated identifiers have no intrinsic utility.


"New York" is also synergistic in a second way. Other, better known institutions in New York State share all or some of the USNY
triggers. Those that come to mind were detailed earlier, namely SUNY, CUNY, NYU, and there may be others. It can be seen that all
of these institutions sharing common trigger words, also share a common or pooled legitimacy, gravitas, and stature, and that this set of pooled characteristics is algebraically summed with each institutions unique reputation to yield a new set of reputations that are individual in total, yet do share this underlying common reputation.
[*Algabraically, since the unique or the pooled reputation could be of opposite sign, i.e. rep A + (-rep B). Institution A has a
good rep, institution B has a bad rep. The sum is some value below A's rep and some value above B's rep]


Since the actual (real) USNY generates little or no significant reputation, good or bad, its perceived reputation must be the common or pooled reputation discussed in the last paragraph. That is, the USNY reputation is solely determined by the trigger words that comprise its name and nothing else. It follows then, that if we change all or part of the USNY name, we generate significant changes in the USNY reputation (for better or worse).


CONCLUSIONS

Institutions reputations are the result of two distinct processes -

1) The accumulation of its public successes and failures.

2) The aggregation of associations determined by the trigger words comprising the title of the institution, and the synergies those trigger words create determined by the contextual setting (or environment if you prefer). This is an institutions VIRTUAL REPUTATION.

In the end, all institutional reputations are, to a significant degree, virtual. Excepting the most prestigious, the vast majority of institutional reputations are entirely virtual outside their local area. That is, the accomplishments and the failures of an institution have no significant effect on its wider reputation except over glacial time spans.


TITLE ELEMENTS
An institution's title generally comprises two or three elements: class; identifier; modifier. Class and the identifier are always present, but a modifier is optional.

CLASS denotes level of institution. (University, institute, college, etc)

IDENTIFIER is unique label that differentiates and identifies the institution. (place name, person's name, occupation, etc)

MODIFIER denotes a sub class within the institution class (State, Jewish, Technical, etc)

 

THE COLLEGE NAME GAME - How to name a school Part 2


HOW TO CREATE A 100 YEAR OLD PRESTIGIOUS COLLEGE REPUTATION IN UNDER AN HOUR

Selecting an name
creating a virtual history
creating a virtual reputation

Let us agree that all new schools start with zero significant reputation. If we want to generate a positive reputation we can work hard for many years building a solid institution. The reputation achieved will be a combination of, real events (successes and failures) and title (and the synergies generated by the interplay of the title trigger words with one another and the virtual environment). It is likely that for decades, the institution's name (title) will be the overwhelming determinant of reputation. Bummer.

Alternatively, we can generate an instant reputation by judicious choice of the institution's title. We must decide on the class of institution, the modifier if one is required and the identifier .

CASE STUDY - THE COLLEGE FORMALLY KNOWN AS REGENTS (currently Excelsior)

We are an RA college in the city of Albany, NY, which has decided to change its name. We have chosen to leave the state for another
state that will allow the use of "University" in the new title. We assess a significant dollar value to the "University" label in the form of increased enrollment, increased sales of our proprietary examinations, and faster growth of our newgraduate programs, due to be inaugurated this year.

Our main competition comes from two other assessment colleges, both part of state systems. We require that the new name should carry the prestige we feel or products warrant and that it should clearly differentiate us from the also-rans. We would prefer to keep some connection to our roots in the choice of this new name.


The institution will be "University".

The identifier should be readily associative and the specific associations should be positive, if not positively prestigious! An internet search reveals literally hundreds of examples where the University at Albany, NY, is misnamed the University of Albany. This common error is ripe for exploitation. It can be surmised that most all of the public do not recognize the nuance of "at" and "of" in the respective names. It seems unlikely SUNY could copyright a place name. Albany is the city where the college was founded, and were we have been based for well over quarter of a century. We feel we have a strong historical and spiritual ties to the city, and to its name. It is doubtful any other institution can match the strength of our claim to this name. It helped define who we were, it will now define who we are, and who we will become.

The identifier will be "Albany".

There will be no modifier.

Results are: Albany University; University of Albany.

University of Albany is preferable because of its strong association with "The University at Albany", and the benefit likely to accrue to us from acquisition of our respective institutions pooled virtual reputation.

U at A rep = 100; Regents rep = 0;
Cumulative virtual rep accruing to U of A ~ 100 or a bit less.

So, by this change the college will be catapulted into the mainstream league of large universities, so far as public perceptions are concerned. Distance learners negotiating the assessment route now have the choice of being a graduate of:

Thomas Edison State College;
Charter Oak State College;
Excelsior College;
The University of Albany.

ALL ELSE BEING EQUAL, WHICH WOULD YOU CHOOSE . . . ?

WHICH WOULD YOU PREFER APPEAR ON YOUR RESUME . . . ?

IF YOUR MOTHER WERE TO PICK ONE, WHICH WOULD IT BE . . . ?

WHICH DO YOU THINK HAS THE HIGHEST MARGINAL UTILITY . . . ?

 

A couple of my favorites:

The University of "Honolulu", a California approved school in Modesto, California.

"California" Lakewood University apparently in Japan.

A few years ago, "Pacific" Western University used a Louisiana address.

When Rushmore University moves from South Dakota due to SB 160, will they take Mount Rushmore with them?

 

Education institutions aren't alone in picking poor names.

You may remember several years ago, Honeywell, the computer equipment manufacturer, joined with the Bull company, to form "Honeywell-Bull". Apparently, many in the company found this new name unsatisfactory and at a meeting it was decided to rename the firm yet again. To what? Well, "Bull" of course!

 

With regard to picking school names for prestige, I can't imagine what the folks at Regents were thinking when they chose Excelsior.

To many people, "excelsior" is shredded paper used for packing material. Suitable maybe for Ollie North University, but not for a school that's trying to become more credible.

One of my friends recently met a trustee of Regents on the New York subway, and even the trustee rolled his eyes when he mentioned the recent name change... so *somebody* must have spearheaded it, but I can't imagine that many people are happy with it.

And as for Honeywell/Bull, that one has always amused me. I chalked it up to arrogance and/or ignorance, since Groupe Bull is a French company and possibly unaware of what the name "bull" implies in the U.S.

 

Incidentally, if my memory isn't addled, I've heard someone mention that Excelsior is still a memeber of the USNY. Is this correct?
Is this fact made somewhere note of? Perhaps, on your graduation diploma?

Dennis Siemens

 

This discussion reminds me of things we've seen in the pro sports world, such as when the NBA's New Orleans Jazz moved to Utah and forgot to change its name. (Still trying to conjure up images of Duke Ellington in Salt Lake City . . .)

Anyway, let's add some more advice to Lawrie's funny (and astute) observations:

If you're going to have "of" in the title, the location should be one of an important place or city. Yes to "University of San Francisco," no to "University of Gary." (The latter is, I assure you, fictitious -- for now at least.)

Unless your name provokes giggles (e.g., Beaver College) or confusion (i.e., it's always confused with other institutions), stick with what you have and let your graduates' and faculty's accomplishments sell the school.

If you're going to name the school after someone, make sure s/he is dead as a doorknob, lest that someone be hauled before a grand jury investigation and then the whole world is laughing at your school. (I don't know if this has ever happened before, but I've heard of named scholarships whereby the individual was investigated, indicted, etc.)

 

"Excelsior" is the official state motto of New York, quite familiar to those of us who live, or lived, there. But, as you say, not very recognizable in the other, lesser, 49 states.

Scott

 

Dear Laurie

I just read your comments about the name of new universities and thought they were excellent. But it caught my attention what you said about CSUDH. Would you be so kind to explain your opinion about this institution? I am asking you because I am considering joining a DL program at that University (MS in Quality Assurance). Thank you very much for your help .

Sincerely,

JLV.

 

Instead of the U. of Gary, I would've liked the U. of Gas City. Also in Indiana (on a dairy farm, no less), and the home of a notorious "less-than-wonderful" school, Indiana Northern Graduate School of Professional Management (nee Indiana Northern University).

Rich Douglas

 

My understanding is that USNY is basically just the branch of the NY department of education responsible for higher education. Every legally-operating college in New York is a member of USNY, in the same sense that any RA school there is a member of the Middle States Association.

I think it is (this was mentioned on alt.education.distance at one point). But, again, all that means is that the school is operating legally in the State of New York.

 

*I* think CSUDH is just fine. It's part of the Cal State system, and my eyes glaze over when friends point out the pros and cons of the various campuses within that system. However, not everyone shares my uneducated, and admittedly crude assessment. A number of writers to AED were less than fulsome in their praise of CSUDH.

Low academic quality was the concern. This does not mean individual programs aren't excellent, they may be (or they may not be), but if the perception of poor quality is widespread, it will affect degree utility.

This may or may not be a problem for you, depending upon what you intend to do with the degree, and where you intend to do it.

I'd looked at CSUDH as a possibility when I was planning to do an MBA. I asked many friends and co-workers. Did the same with other institutions too. CSUDH received a unanimous thumbs down. Now, I'd speculate that the further you move away from Southern California, the less bad press there'd be, and the fewer negative assessments you'd receive. Still, my findings, from my informal poll, seemed to be confirmed by the many negative views expressed in AED.

I went through at least 20 people, looking for some positive reaction, because I liked the CSUDH program, and wanted a reason not to eliminate it from consideration. Note that Heriot Watt also received a thumbs down, not for poor quality, but for not passing the credibility test. They thought the name unreal, and that I'd made it up.

Once again, I'm not anti CSUDH, but there does seem to be a persistent perception of low quality associated with that school. From the point of view of marginal utility, it does not matter whether that perception is accurate or not, only whether it exists or not. The question then would be, how big a hit will *you* take, using a CSUDH degree in your particular circumstances and location.

It may be that CSUDH has a great rep in QA that would wipe out any generalized bad vibes about the place. I dunno.

*I* think CSUDH offers some excellent programs at low cost, and it's part of a well known, and respected state system. Of course my opinion and 75 cents will buy you a cup of coffee, or not, depending on zip code.

 

Technically all institutions in NY state are members of USNY. Public and private institutions in NY state are chartered by the Board the Board of Regents.

John

 

Yes, Excelsior is a member of the University of the State of New York, as are all education institutions in New York. Formally, when Regents was a constituent college of USNY, degrees were conferred directly by USNY and no mention of Regents College appeared on the degree diploma.

Now, degrees are conferred by Excelsior. I have one degree from USNY and another (earned after separation from USNY) from Regents College before it was renamed "Excelsior". My understanding is that the Excelsior diploma "form"/design follows that of the Regents College "form/design. The Regents College diploma has a top line saying REGENTS COLLEGE, and directly underneath, "Member of the University of the State of New York". The Regents College transcript follows a similar form.

 

I've always felt that this was an odd practice, especially given Regents's history as an actual program of the University of the State of New York -- it seems like there would be the potential for a student to misunderstand things and think that the relationship between Regents and USNY did not change in 1998.

Peace,

------------------
Tom Head
www.tomhead.net

 

Ah! And therein lies the rub! Methinks your observation and the motivation of the perpetrators of this obfuscation, may not be oceans apart.

I think it demonstrates the cynicism of Regents management and their running-dog lackeys, who told us the separation of Regents from USNY would make no difference whatsoever. Why then seek to continue the appearance of that former glorious coupling in this underhanded and deceptive fashion? Do any other institutions in NY trumpet, "member of the University of the State of New York", on their diplomas? Does SUNY? Does NYU? Nay Sir!

Perhaps John Wetsch, the one time AED point man for Regents management, who told us to forget this nonsense that separation may be a bad thing, might care to comment. I'm sure I saw him skulking around here somewhere ....... now where did he go.

 

Hello, Scott!

If the name "Excelsior" is not very recognizable in the other 49 states, what can we expect internationally in terms of recognition? Remember that Excelsior claims to have students from all over the globe, not just from the United States.

Cordially yours,


Karlos Alberto Lacaye
[email protected]

 

I chose Charter Oak State College. After I told my wife, she said that "Charter Oak" sounded like the name of a drug rehab center.
I have to admit that it does have that sort of ring to it. Maybe COSC could use that unique aspect of its name to facilitate diversifying into the rehab business: "Choose Charter Oak. Kick your crack habit and earn a Bachelor's degree all from the same institution." Maybe they could add this line to your diploma: "The bearer of this diploma is certified drug free by the State of Connecticut."

Seriously, according to COSC's 1998-2000 Official Catalog, the school chose the name "Charter Oak College" to commemorate "an early success in Connecticut's struggle for self-governance and was particularly suited to a public institution in what is popularly known as the Constitution State." The catalog says that the name was changed in 1992 to "Chater Oak State College to facilitate recognition that the College was part of the state system of higer education."

So, breaking down COSC's name we can see that it was chosen for, (1) its historical significance, and (2) to lend credibility as a state institution. Add to that the potential for branching out into the rehab business, and you have a school that has been branded for success.

Tracy <><

 

Lawrie,

Thank you very much for your very helpful comments. I am going to apply for admission to CSUDH anyway. After all, as you said, it is a part of the CSU system and it is regionally accredited which is what counts. Many times people deliver opinions or judgments based on prejudices i.e. Heriot Watt has one of the best engineering programs in the United Kingdom, but they don’t seem to have a great name in the United States...

Anyway I reiterate my gratitude for your comments, and I hope to read more from you in this forum. Sincerely, JLV.

 

I agree that there's nothing particularly wrong with CSUDH and wish you well in the master's.

I also agree there's nothing wrong with Heriot Watt. It has a fine reputation in engineering. They refused me a place in their Electrical Engineering B.Sc. program in 1977, in retrospect, a good move on their part.