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The purpose of this study was to analyze the types of Brand name spectrum for hospitals, and to analyze the differences of types depending on the characteristics of hospitals. Study data was collected from the yearbook of Korean Hospital Association in 2008. The hospital`s name was divided into meaningful words and then the spectrum type of hospital name was decided based on the meaning of words. Hospital variables were used to investigate the difference of the types of brand name spectrum among hospitals. The study results showed that arbitrary name was the most frequently used in hospitals, then followed by the suggestive name, descriptive name, and then coined name. In arbitrary name, district name and person`s name were most frequently used as the hospital name. Although most hospitals had one type of naming spectrum, some hospitals had types more than two. When hospital managers are developing hospital name, they will need to consider not only how it can provide the unique images to customers, but also how they protect their brand in legal aspects.

Analyzing the Characteristics of Hospital Names based on the Types of Brand Name Spectrum