diff --git a/core/api/src/main/java/org/onosproject/app/ApplicationDescription.java b/core/api/src/main/java/org/onosproject/app/ApplicationDescription.java
index 1528f35..8732732 100644
--- a/core/api/src/main/java/org/onosproject/app/ApplicationDescription.java
+++ b/core/api/src/main/java/org/onosproject/app/ApplicationDescription.java
@@ -51,6 +51,13 @@
     String origin();
 
     /**
+     * Returns title of the application.
+     *
+     * @return application title text
+     */
+    String title();
+
+    /**
      * Returns description of the application.
      *
      * @return application description text
diff --git a/core/api/src/main/java/org/onosproject/app/DefaultApplicationDescription.java b/core/api/src/main/java/org/onosproject/app/DefaultApplicationDescription.java
index 3aaca4c..1d371c4 100644
--- a/core/api/src/main/java/org/onosproject/app/DefaultApplicationDescription.java
+++ b/core/api/src/main/java/org/onosproject/app/DefaultApplicationDescription.java
@@ -35,6 +35,7 @@
 
     private final String name;
     private final Version version;
+    private final String title;
     private final String description;
     private final String origin;
     private final String category;
@@ -52,6 +53,7 @@
      *
      * @param name         application name
      * @param version      application version
+     * @param title        application title
      * @param description  application description
      * @param origin       origin company
      * @param category     application category
@@ -64,7 +66,7 @@
      * @param features     application features
      * @param requiredApps list of required application names
      */
-    public DefaultApplicationDescription(String name, Version version,
+    public DefaultApplicationDescription(String name, Version version, String title,
                                          String description, String origin, String category,
                                          String url, String readme, byte[] icon,
                                          ApplicationRole role, Set<Permission> permissions,
@@ -72,6 +74,7 @@
                                          List<String> requiredApps) {
         this.name = checkNotNull(name, "Name cannot be null");
         this.version = checkNotNull(version, "Version cannot be null");
+        this.title = checkNotNull(title, "Title cannot be null");
         this.description = checkNotNull(description, "Description cannot be null");
         this.origin = checkNotNull(origin, "Origin cannot be null");
         this.category = checkNotNull(category, "Category cannot be null");
@@ -97,6 +100,11 @@
     }
 
     @Override
+    public String title() {
+        return title;
+    }
+
+    @Override
     public String description() {
         return description;
     }
@@ -157,6 +165,7 @@
                 .add("name", name)
                 .add("version", version)
                 .add("description", description)
+                .add("title", title)
                 .add("origin", origin)
                 .add("category", category)
                 .add("url", url)
diff --git a/core/api/src/main/java/org/onosproject/core/Application.java b/core/api/src/main/java/org/onosproject/core/Application.java
index 8700cad..04a1e09 100644
--- a/core/api/src/main/java/org/onosproject/core/Application.java
+++ b/core/api/src/main/java/org/onosproject/core/Application.java
@@ -42,6 +42,15 @@
     Version version();
 
     /**
+     * Returns the title of the application.
+     * This should be a short, human-readable string, as opposed
+     * to the unique identifier returned by {@link #id()}.
+     *
+     * @return application title text
+     */
+    String title();
+
+    /**
      * Returns description of the application.
      *
      * @return application description text
diff --git a/core/api/src/main/java/org/onosproject/core/DefaultApplication.java b/core/api/src/main/java/org/onosproject/core/DefaultApplication.java
index 7737ef8..487e709 100644
--- a/core/api/src/main/java/org/onosproject/core/DefaultApplication.java
+++ b/core/api/src/main/java/org/onosproject/core/DefaultApplication.java
@@ -36,6 +36,7 @@
 
     private final ApplicationId appId;
     private final Version version;
+    private final String title;
     private final String description;
     private final String category;
     private final String url;
@@ -53,6 +54,7 @@
      *
      * @param appId        application identifier
      * @param version      application version
+     * @param title        application title
      * @param description  application description
      * @param origin       origin company
      * @param category     application category
@@ -65,7 +67,7 @@
      * @param features     application features
      * @param requiredApps list of required application names
      */
-    public DefaultApplication(ApplicationId appId, Version version,
+    public DefaultApplication(ApplicationId appId, Version version, String title,
                               String description, String origin, String category,
                               String url, String readme, byte[] icon,
                               ApplicationRole role, Set<Permission> permissions,
@@ -73,6 +75,7 @@
                               List<String> requiredApps) {
         this.appId = checkNotNull(appId, "ID cannot be null");
         this.version = checkNotNull(version, "Version cannot be null");
+        this.title = checkNotNull(title, "Title cannot be null");
         this.description = checkNotNull(description, "Description cannot be null");
         this.origin = checkNotNull(origin, "Origin cannot be null");
         this.category = checkNotNull(category, "Category cannot be null");
@@ -104,6 +107,11 @@
     }
 
     @Override
+    public String title() {
+        return title;
+    }
+
+    @Override
     public String description() {
         return description;
     }
@@ -160,7 +168,7 @@
 
     @Override
     public int hashCode() {
-        return Objects.hash(appId, version, description, origin, category, url,
+        return Objects.hash(appId, version, title, description, origin, category, url,
                             readme, role, permissions, featuresRepo, features, requiredApps);
     }
 
@@ -173,8 +181,12 @@
             return false;
         }
         final DefaultApplication other = (DefaultApplication) obj;
+        // TODO: review -- do ALL the fields need to be included?
+        // It is debatable whether fields like description, url, and readme,
+        //   need to be included in the notion of equivalence.
         return Objects.equals(this.appId, other.appId) &&
                 Objects.equals(this.version, other.version) &&
+                Objects.equals(this.title, other.title) &&
                 Objects.equals(this.description, other.description) &&
                 Objects.equals(this.origin, other.origin) &&
                 Objects.equals(this.category, other.category) &&
@@ -192,6 +204,7 @@
         return toStringHelper(this)
                 .add("appId", appId)
                 .add("version", version)
+                .add("title", title)
                 .add("description", description)
                 .add("origin", origin)
                 .add("category", category)
diff --git a/core/api/src/test/java/org/onosproject/app/ApplicationEventTest.java b/core/api/src/test/java/org/onosproject/app/ApplicationEventTest.java
index 0d4ae4c..2edd1f0 100644
--- a/core/api/src/test/java/org/onosproject/app/ApplicationEventTest.java
+++ b/core/api/src/test/java/org/onosproject/app/ApplicationEventTest.java
@@ -32,7 +32,7 @@
 public class ApplicationEventTest extends AbstractEventTest {
 
     private Application createApp() {
-        return new DefaultApplication(APP_ID, VER, DESC, ORIGIN, CATEGORY,
+        return new DefaultApplication(APP_ID, VER, TITLE, DESC, ORIGIN, CATEGORY,
                                       URL, README, ICON, ROLE, PERMS,
                                       Optional.of(FURL), FEATURES, APPS);
     }
diff --git a/core/api/src/test/java/org/onosproject/app/DefaultApplicationDescriptionTest.java b/core/api/src/test/java/org/onosproject/app/DefaultApplicationDescriptionTest.java
index e01d4d8..7e8b6ea 100644
--- a/core/api/src/test/java/org/onosproject/app/DefaultApplicationDescriptionTest.java
+++ b/core/api/src/test/java/org/onosproject/app/DefaultApplicationDescriptionTest.java
@@ -38,6 +38,7 @@
 
     public static final String APP_NAME = "org.foo.app";
     public static final Version VER = Version.version(1, 2, "a", null);
+    public static final String TITLE = "Awesome App";
     public static final String DESC = "Awesome application from Circus, Inc.";
     public static final String ORIGIN = "Circus";
     public static final String CATEGORY = "other";
@@ -55,11 +56,12 @@
     @Test
     public void basics() {
         ApplicationDescription app =
-                new DefaultApplicationDescription(APP_NAME, VER, DESC, ORIGIN,
+                new DefaultApplicationDescription(APP_NAME, VER, TITLE, DESC, ORIGIN,
                                                   CATEGORY, URL, README, ICON,
                                                   ROLE, PERMS, FURL, FEATURES, APPS);
         assertEquals("incorrect id", APP_NAME, app.name());
         assertEquals("incorrect version", VER, app.version());
+        assertEquals("incorrect title", TITLE, app.title());
         assertEquals("incorrect description", DESC, app.description());
         assertEquals("incorrect origin", ORIGIN, app.origin());
         assertEquals("incorrect category", CATEGORY, app.category());
diff --git a/core/api/src/test/java/org/onosproject/core/DefaultApplicationTest.java b/core/api/src/test/java/org/onosproject/core/DefaultApplicationTest.java
index c0fbf9c..8e141ce 100644
--- a/core/api/src/test/java/org/onosproject/core/DefaultApplicationTest.java
+++ b/core/api/src/test/java/org/onosproject/core/DefaultApplicationTest.java
@@ -43,7 +43,7 @@
 
     @Test
     public void basics() {
-        Application app = new DefaultApplication(APP_ID, VER, DESC, ORIGIN,
+        Application app = new DefaultApplication(APP_ID, VER, TITLE, DESC, ORIGIN,
                                                  CATEGORY, URL, README, ICON, ROLE,
                                                  PERMS, Optional.of(FURL), FEATURES, APPS);
         assertEquals("incorrect id", APP_ID, app.id());
@@ -64,16 +64,16 @@
 
     @Test
     public void testEquality() {
-        Application a1 = new DefaultApplication(APP_ID, VER, DESC, ORIGIN,
+        Application a1 = new DefaultApplication(APP_ID, VER, TITLE, DESC, ORIGIN,
                                                 CATEGORY, URL, README, ICON, ROLE,
                                                 PERMS, Optional.of(FURL), FEATURES, APPS);
-        Application a2 = new DefaultApplication(APP_ID, VER, DESC, ORIGIN,
+        Application a2 = new DefaultApplication(APP_ID, VER, TITLE, DESC, ORIGIN,
                                                 CATEGORY, URL, README, ICON, ROLE,
                                                 PERMS, Optional.of(FURL), FEATURES, APPS);
-        Application a3 = new DefaultApplication(APP_ID, VER, DESC, ORIGIN,
+        Application a3 = new DefaultApplication(APP_ID, VER, TITLE, DESC, ORIGIN,
                                                 CATEGORY, URL, README, ICON, ROLE,
                                                 PERMS, Optional.empty(), FEATURES, APPS);
-        Application a4 = new DefaultApplication(APP_ID, VER, DESC, ORIGIN + "asd",
+        Application a4 = new DefaultApplication(APP_ID, VER, TITLE, DESC, ORIGIN + "asd",
                                                 CATEGORY, URL, README, ICON, ROLE,
                                                 PERMS, Optional.of(FURL), FEATURES, APPS);
         new EqualsTester().addEqualityGroup(a1, a2)
@@ -87,7 +87,7 @@
     public void immutableIcon() {
         byte[] iconSourceData = ICON_ORIG.clone();
 
-        Application app = new DefaultApplication(APP_ID, VER, DESC, ORIGIN,
+        Application app = new DefaultApplication(APP_ID, VER, TITLE, DESC, ORIGIN,
                 CATEGORY, URL, README, iconSourceData, ROLE,
                 PERMS, Optional.of(FURL), FEATURES, APPS);
 
@@ -128,7 +128,7 @@
 //        Set<Permission> p = PERMS_ORIG;
         Set<Permission> p = PERMS_UNSAFE;
 
-        Application app = new DefaultApplication(APP_ID, VER, DESC, ORIGIN,
+        Application app = new DefaultApplication(APP_ID, VER, TITLE, DESC, ORIGIN,
                 CATEGORY, URL, README, ICON, ROLE,
                 p, Optional.of(FURL), FEATURES, APPS);
 
@@ -170,7 +170,7 @@
 //        List<String> f = FEATURES_ORIG;
         List<String> f = FEATURES_UNSAFE;
 
-        Application app = new DefaultApplication(APP_ID, VER, DESC, ORIGIN,
+        Application app = new DefaultApplication(APP_ID, VER, TITLE, DESC, ORIGIN,
                 CATEGORY, URL, README, ICON, ROLE,
                 PERMS, Optional.of(FURL), f, APPS);
 
@@ -190,7 +190,7 @@
 //        List<String> ra = REQ_APPS_ORIG;
         List<String> ra = REQ_APPS_UNSAFE;
 
-        Application app = new DefaultApplication(APP_ID, VER, DESC, ORIGIN,
+        Application app = new DefaultApplication(APP_ID, VER, TITLE, DESC, ORIGIN,
                 CATEGORY, URL, README, ICON, ROLE,
                 PERMS, Optional.of(FURL), FEATURES, ra);
 
@@ -206,7 +206,7 @@
 
     @Test
     public void nullIcon() {
-        Application app = new DefaultApplication(APP_ID, VER, DESC, ORIGIN,
+        Application app = new DefaultApplication(APP_ID, VER, TITLE, DESC, ORIGIN,
                 CATEGORY, URL, README, null, ROLE,
                 PERMS, Optional.of(FURL), FEATURES, APPS);
         byte[] icon = app.icon();
diff --git a/core/common/src/main/java/org/onosproject/common/app/ApplicationArchive.java b/core/common/src/main/java/org/onosproject/common/app/ApplicationArchive.java
index 1e3f49c..3699b5d 100644
--- a/core/common/src/main/java/org/onosproject/common/app/ApplicationArchive.java
+++ b/core/common/src/main/java/org/onosproject/common/app/ApplicationArchive.java
@@ -88,6 +88,7 @@
 
     private static final String CATEGORY = "[@category]";
     private static final String URL = "[@url]";
+    private static final String TITLE = "[@title]";
 
     private static final String ROLE = "security.role";
     private static final String APP_PERMISSIONS = "security.permissions.app-perm";
@@ -294,6 +295,11 @@
         String name = cfg.getString(NAME);
         Version version = Version.version(cfg.getString(VERSION));
         String origin = cfg.getString(ORIGIN);
+
+        String title = cfg.getString(TITLE);
+        // FIXME: title should be set as attribute to APP, but fallback for now...
+        title = title == null ? name : title;
+
         String category = cfg.getString(CATEGORY, UTILITY);
         String url = cfg.getString(URL);
         byte[] icon = getApplicationIcon(name);
@@ -313,7 +319,7 @@
         // put short description to description field
         String desc = compactDescription(readme);
 
-        return new DefaultApplicationDescription(name, version, desc, origin,
+        return new DefaultApplicationDescription(name, version, title, desc, origin,
                                                  category, url, readme, icon,
                                                  role, perms, featuresRepo,
                                                  features, requiredApps);
diff --git a/core/common/src/test/java/org/onosproject/common/app/ApplicationArchiveTest.java b/core/common/src/test/java/org/onosproject/common/app/ApplicationArchiveTest.java
index 87c6363..f7258c3 100644
--- a/core/common/src/test/java/org/onosproject/common/app/ApplicationArchiveTest.java
+++ b/core/common/src/test/java/org/onosproject/common/app/ApplicationArchiveTest.java
@@ -65,6 +65,7 @@
         assertEquals("incorrect url", URL, app.url());
         assertEquals("incorrect readme", README, app.readme());
 
+        assertEquals("incorrect title", TITLE, app.title());
         assertEquals("incorrect description", DESC, app.description());
         assertEquals("incorrect features URI", FURL, app.featuresRepo().get());
         assertEquals("incorrect permissions", PERMS, app.permissions());
diff --git a/core/common/src/test/java/org/onosproject/store/trivial/SimpleApplicationStore.java b/core/common/src/test/java/org/onosproject/store/trivial/SimpleApplicationStore.java
index 98c18b4..5047987 100644
--- a/core/common/src/test/java/org/onosproject/store/trivial/SimpleApplicationStore.java
+++ b/core/common/src/test/java/org/onosproject/store/trivial/SimpleApplicationStore.java
@@ -49,14 +49,18 @@
  */
 @Component(immediate = true)
 @Service
-public class SimpleApplicationStore extends ApplicationArchive implements ApplicationStore {
+public class SimpleApplicationStore extends ApplicationArchive
+        implements ApplicationStore {
 
     private final Logger log = getLogger(getClass());
 
     // App inventory & states
-    private final ConcurrentMap<ApplicationId, DefaultApplication> apps = new ConcurrentHashMap<>();
-    private final ConcurrentMap<ApplicationId, ApplicationState> states = new ConcurrentHashMap<>();
-    private final ConcurrentMap<ApplicationId, Set<Permission>> permissions = new ConcurrentHashMap<>();
+    private final ConcurrentMap<ApplicationId, DefaultApplication> apps =
+            new ConcurrentHashMap<>();
+    private final ConcurrentMap<ApplicationId, ApplicationState> states =
+            new ConcurrentHashMap<>();
+    private final ConcurrentMap<ApplicationId, Set<Permission>> permissions =
+            new ConcurrentHashMap<>();
 
     @Reference(cardinality = ReferenceCardinality.MANDATORY_UNARY)
     protected ApplicationIdStore idStore;
@@ -72,13 +76,20 @@
             ApplicationId appId = idStore.registerApplication(name);
             ApplicationDescription appDesc = getApplicationDescription(name);
             DefaultApplication app =
-                    new DefaultApplication(appId, appDesc.version(),
-                                           appDesc.description(), appDesc.origin(),
-                                           appDesc.category(), appDesc.url(),
-                                           appDesc.readme(), appDesc.icon(),
-                                           appDesc.role(), appDesc.permissions(),
-                                           appDesc.featuresRepo(), appDesc.features(),
-                                           appDesc.requiredApps());
+                    new DefaultApplication(appId,
+                            appDesc.version(),
+                            appDesc.title(),
+                            appDesc.description(),
+                            appDesc.origin(),
+                            appDesc.category(),
+                            appDesc.url(),
+                            appDesc.readme(),
+                            appDesc.icon(),
+                            appDesc.role(),
+                            appDesc.permissions(),
+                            appDesc.featuresRepo(),
+                            appDesc.features(),
+                            appDesc.requiredApps());
             apps.put(appId, app);
             states.put(appId, isActive(name) ? INSTALLED : ACTIVE);
             // load app permissions
@@ -118,12 +129,20 @@
         ApplicationDescription appDesc = saveApplication(appDescStream);
         ApplicationId appId = idStore.registerApplication(appDesc.name());
         DefaultApplication app =
-                new DefaultApplication(appId, appDesc.version(), appDesc.description(),
-                                       appDesc.origin(), appDesc.category(), appDesc.url(),
-                                       appDesc.readme(), appDesc.icon(),
-                                       appDesc.role(), appDesc.permissions(),
-                                       appDesc.featuresRepo(), appDesc.features(),
-                                       appDesc.requiredApps());
+                new DefaultApplication(appId,
+                        appDesc.version(),
+                        appDesc.title(),
+                        appDesc.description(),
+                        appDesc.origin(),
+                        appDesc.category(),
+                        appDesc.url(),
+                        appDesc.readme(),
+                        appDesc.icon(),
+                        appDesc.role(),
+                        appDesc.permissions(),
+                        appDesc.featuresRepo(),
+                        appDesc.features(),
+                        appDesc.requiredApps());
         apps.put(appId, app);
         states.put(appId, INSTALLED);
         delegate.notify(new ApplicationEvent(APP_INSTALLED, app));
diff --git a/core/common/src/test/resources/org/onosproject/common/app/app.xml b/core/common/src/test/resources/org/onosproject/common/app/app.xml
index f623722..0f84e61 100644
--- a/core/common/src/test/resources/org/onosproject/common/app/app.xml
+++ b/core/common/src/test/resources/org/onosproject/common/app/app.xml
@@ -13,8 +13,10 @@
   ~ See the License for the specific language governing permissions and
   ~ limitations under the License.
   -->
-<app name="org.foo.app" origin="Circus" version="1.2.a" category="other"
-     url="http://www.onosproject.org" featuresRepo="mvn:org.foo-features/1.2a/xml/features"
+<app name="org.foo.app" origin="Circus" version="1.2.a"
+     title="Awesome App" category="other"
+     url="http://www.onosproject.org"
+     featuresRepo="mvn:org.foo-features/1.2a/xml/features"
      features="foo,bar">
     <description>Awesome application from Circus, Inc.</description>
     <security>
diff --git a/core/common/src/test/resources/org/onosproject/common/app/app.zip b/core/common/src/test/resources/org/onosproject/common/app/app.zip
index 6ee64c0..137f9df 100644
--- a/core/common/src/test/resources/org/onosproject/common/app/app.zip
+++ b/core/common/src/test/resources/org/onosproject/common/app/app.zip
Binary files differ
diff --git a/core/net/src/test/java/org/onosproject/app/impl/ApplicationManagerTest.java b/core/net/src/test/java/org/onosproject/app/impl/ApplicationManagerTest.java
index f66fb4d..13a3c4a 100644
--- a/core/net/src/test/java/org/onosproject/app/impl/ApplicationManagerTest.java
+++ b/core/net/src/test/java/org/onosproject/app/impl/ApplicationManagerTest.java
@@ -138,7 +138,7 @@
 
         @Override
         public Application create(InputStream appDescStream) {
-            app = new DefaultApplication(APP_ID, VER, DESC, ORIGIN, CATEGORY,
+            app = new DefaultApplication(APP_ID, VER, TITLE, DESC, ORIGIN, CATEGORY,
                                          URL, README, ICON, ROLE, PERMS,
                                          Optional.of(FURL), FEATURES, ImmutableList.of());
             state = INSTALLED;
diff --git a/core/store/dist/src/main/java/org/onosproject/store/app/GossipApplicationStore.java b/core/store/dist/src/main/java/org/onosproject/store/app/GossipApplicationStore.java
index 50063b2..51f759a 100644
--- a/core/store/dist/src/main/java/org/onosproject/store/app/GossipApplicationStore.java
+++ b/core/store/dist/src/main/java/org/onosproject/store/app/GossipApplicationStore.java
@@ -507,10 +507,19 @@
      */
     private Application registerApp(ApplicationDescription appDesc) {
         ApplicationId appId = idStore.registerApplication(appDesc.name());
-        return new DefaultApplication(appId, appDesc.version(), appDesc.description(),
-                                      appDesc.origin(), appDesc.category(), appDesc.url(),
-                                      appDesc.readme(), appDesc.icon(), appDesc.role(),
-                                      appDesc.permissions(), appDesc.featuresRepo(),
-                                      appDesc.features(), appDesc.requiredApps());
+        return new DefaultApplication(appId,
+                appDesc.version(),
+                appDesc.title(),
+                appDesc.description(),
+                appDesc.origin(),
+                appDesc.category(),
+                appDesc.url(),
+                appDesc.readme(),
+                appDesc.icon(),
+                appDesc.role(),
+                appDesc.permissions(),
+                appDesc.featuresRepo(),
+                appDesc.features(),
+                appDesc.requiredApps());
     }
 }