WHAT'S IN THIS NAME: Might there be a better brand?

An Internet outfit that does consumer market testing sent an e-mail out recently that asked recipients about a potential name change for UAMS

UAMS is the University of Arkansas for Medical Sciences. I know what that means — a vast campus including a hospital, clinics, research and a medical school.


But do consumers  in general know what it means?

I have a question in with the campus about what’s up (on the presumption this is their idea and not some free-lance branding effort), but I can pass along that the survey tested two other names:


UA Health

AR Health

UPDATE: Leslie Taylor, the hard-working spokesman for UAMS, takes time on her Saturday to provide some further information:

As you know UAMS recently hired an agency to help us with our branding. As part of that process we are conducting research to test our brand awareness. Many people think UAMS stands for University of Arkansas Medical School or MedicalServices. They don’t realize UAMS is the state’s only academic health sciences center with a medical center offering advanced care, the only adult Level One Trauma Center in the state, 7 institutes, 5 colleges, a graduate school, more research dollars than any other state university, regional centers around the state, campuses in Little Rock and Springdale.

We are in the early stages of our branding process. We are simply exploring all our options.