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Please use this identifier to cite or link to this item:
http://hdl.handle.net/10027/1152
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| Title: | What’s in a Name? Using Card Sorting to Evaluate Branding in an Academic Library’s Web Site |
| Authors: | Hepburn, Peter
Lewis, Krystal M. |
| Keywords: | Branding (Marketing)
Libraries--Public relations |
| Issue Date: | May-2008 |
| Publisher: | American Library Association |
| Citation: | Peter Hepburn and Krystal M. Lewis. "What’s in a Name? Using Card Sorting to Evaluate Branding in an Academic Library’s Web Site." College & Research Libraries 69, no. 3 (May 2008): 242-250. |
| Abstract: | Libraries are pressed to effectively promote use of these tools they provide users as well as their role in creating, selecting, and purchasing them. Applying “brand names” generated within the library is one promotional strategy. Usability testing at one academic library demonstrated how the card sorting technique can be used to evaluate branding efforts. The study found that library users do not recognize or comprehend Library brand names in the absence of a consistent approach to branding even if they do use the services that have been branded. |
| URI: | http://hdl.handle.net/10027/1152 |
| Appears in Collections: | Publications - Library
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Files in This Item:
| File |
Description |
Size | Format |
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| CardSortBrand.doc | | 126Kb | Microsoft Word | View/Open |
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