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

Peter Hepburn | Zendy; Krystal M. Lewis | Zendy

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

Author(s) -

Peter Hepburn,

Krystal M. Lewis

Publication year - 2008

Publication title -

college and research libraries

Language(s) - English

Resource type - Journals

SCImago Journal Rank - 1.886

H-Index - 52

eISSN - 2150-6701

pISSN - 0010-0870

DOI - 10.5860/crl.69.3.242

Subject(s) - purchasing , usability , world wide web , academic library , card sorting , computer science , sorting , advertising , web site , business , marketing , the internet , library science , engineering , human–computer interaction , task (project management) , programming language , systems engineering

Libraries are pressed to effectively promote use of the 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.

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