...
Competitive analysis
A competitive analysis is an essential first step of any naming process. As part of this step, we researched how other institutions positioned themselves relative to the Sakai Project. We looked at the types of names they have adopted, and at whether those names project a similar approach or provide a basis for our own naming process.
Of the universities that are already running a version of Sakai, we found the following names:
UC Merced
UNISA
OnCourse
VULA
CourseWorks
YaleClasses
Etudes
Of those that have selected a name other than 'Sakai', many picked what we feel are non-intuitive names (BSpace, OnCourse) or names that do not capture the rich array of potential uses and applications of the new system (Scholar, Etudes, etc.).
None of the names we studied provides a good foundation for our own naming project. Looking at other institutions' approaches, however, reinforced the need to keep our process focused on creating a name that is a powerful marketing asset.preparing to implement Sakai, several have retained the name Sakai in their pilot programs. Others have adopted a new name. <give examples: UCMCROPS, BSpace, OnCourse, Etudes, CourseWorks, YaleClasses, TRACS, etc.>
Positioning
Our next step was to define our brand positioning. The more specific and nuanced our positioning is, the more effective the name will be. All great names work in concert with the positioning of the business or product they speak for. Ideally, our name and positioning will help find a way to reinvigorate or change the conversation that our campus has been having with faculty and students. The resulting naming process will be based on a forward-looking positioning strategy.
...