[1 ,2 ]
reputations are the result of two distinct processes:
The accumulation of its public successes and failures.
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 cultural space). This is an
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 space. That is, the
accomplishments and the failures of an institution have no significant
effect on its wider reputation except over glacial time spans.
institution's title generally comprises two or three elements:
Class and theidentifier 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,
MODIFIER denotes a sub class within
the institution class (State, Jewish, Technical, etc.)
EXAMPLE WITH PSEUDO CASE STUDY
to create a 100 year old prestigious college
Selecting a name
creating a virtual history
creating a virtual reputation
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.
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 .
THE COLLEGE FORMERLY
KNOWN AS REGENTS
are a regionally accredited 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 new graduate programs, due to be inaugurated this year.
main competition comes from two other assessment colleges, both part of
state systems (Charter Oak State College and Thomas Edison State College).
We require that our 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
the preceding analyses, the institution CLASS will be "University".
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 SUNY, 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
seems unlikely SUNY could copyright a place name. Albany is the city where
the college was founded, and where we have been based for well over quarter
of a century. We feel we have strong historical and cultural 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.
will be no MODIFIER.
are: Albany University and 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.
University at Albany
reputation = 100; Regents College reputation = 0
Cumulative virtual rep
accruing to University of Albany ~ 100
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
- Thomas Edison State
- Charter Oak State
- Excelsior College
- The University of Albany
ELSE BEING EQUAL, WHICH WOULD YOU CHOOSE?
WOULD YOU PREFER APPEAR ON YOUR RESUME?
YOUR MOTHER WERE TO PICK ONE, WHICH WOULD IT BE?
q WHICH DO YOU
THINK HAS THE HIGHEST MARGINAL UTILITY?