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What’s in a Name? Using Card Sorting to Evaluate Branding in an Academic Library’s Web Site

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Title: What’s in a Name? Using Card Sorting to Evaluate Branding in an Academic Library’s Web Site
Author(s): Hepburn, Peter; Lewis, Krystal M.
Subject(s): Branding (Marketing) Libraries--Public relations
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.
Issue Date: 2008-05
Publisher: American Library Association
Citation Info: 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.
Type: Article
URI: http://hdl.handle.net/10027/1152
Date Available in INDIGO: 2008-06-26
 

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