Questions are based on the following passage. Names have gained increasing importance in the competitive world of higher education. As colleges strive for market share， they are looking for names that project the image theywant or reflect the changes they hope to make. Trenton State College， for example， becamethe College of New Jersey nine years ago when it began raising admissions standards andappealing to students from throughout the state. 'All I hear in higher education is， brand， brand， brand，' said Tim Westerbeck， whospecialises in branding and is managing director of Lipman Heame， a marketing firm basedin Chicago that works with universities and other nonprofit organisations. 'There has beena sea change over the last 10 years. Marketing used to be almost a dirty word in highereducation.' Not all efforts at name changes are successful， of course. In 1997， the New School forSocial Research became New School University to reflect its growth into a collection of eightcolleges， offering a list of majors that includes psychology， music， urban studies and manage-ment. But New Yorkers continued to call it the New School. Now， after spending an undis-closed sum on an online survey and a marketing consultant's creation of'naming structures'，'brand architecture' and 'identity systems'， the university has come up with a new name: theNew School. Beginning Monday， it will adopt new logos， banners， business cards and evennew names for the individual colleges， all to include the words 'the New School'. Changes in names generally reveal significant shifts in how a college wants to beperceived. In altering its name from Cal State， Hayward， to Cal State， East Bay， the universityhoped to project its expanding role in two mostly suburban countries east of San Francisco. Beaver College turned itself into Arcadia University in 2001 for several reasons: tobreak the connection with its past as a women's college， to promote its growth into a full-fledged （完全成熟的）university. and officials acknowledged， to eliminate some jokesabout the college's old name on late-night television and 'morning zoo' radio shows. Many college officials said changing a name and image could produce substantial re-suits. At Arcadia， in addition to the rise in applications， the average student's test score hasincreased by 60 points， Juli Roebeck， an Arcadia spokeswoman， said. According to Tim Westerbeck， colleges or universities changing their names to competefor market share__________. 查看材料