Summit Partners paid Touro $190 million for Touro University International

This is no different than the Royal Melbourne Institute of Technology www.rmit.edu.au renaming itself RMIT University.

 

Yes, and I understand that "TUI University" was tested with focus groups after it was checked out by naming consultants. I also know of two TUI University professors who are proficient readers of Latin, and perhaps there are others, so I presume that they would have weighed in on the subject. By the way, VCs name companies all the time, and they don't let you pick names that the experts haven't checked out. (I've personally been on two management teams where this was done...)

In sum, you can keep fretting about the name, but TUI University seems like a pretty good name, and Latin names sell, baby!

Dave

 

I am not really fretting - I don't really care.

 

Sorry, I said you but I didn't mean you, specifically... My bad.

Dave

 

Why do Latin names sell?

Susanna

 

Because with a Latin word you easily can build a high-quality brand personality (i.e., manufacturer's view) of intellectual competence via marketing promotions that will hopefully be reflected in the brand attitude (i.e., consumer's view). With other languages or made up words, it's not as easy to do that and make them understandable. Still, Latin words actually mean something and they are not completely gobbled up in the trademark registry and ICANN/EduCause Internet domain name registry.

Dave

 

That makes sense to me but I wonder about the branding; do you feel that the Latin tui name is adequately promoted in the current TUi logo? or doesn't that matter?

Susanna

 

New Web Address

FYI: They have a new web address: http://www.tuiu.edu