What’s in a Name? Naming our New University
By Ricardo Azziz | April 20, 2012
On Thursday, April 12, I invited Georgia Health Sciences, Augusta State University, and the community at large to share suggestions for the name of our new university. Within the first 24 hours, more than 550 people had shared their thoughts – most submitting more than one name. According to the count we made right before posting this blog, nearly 950 individuals had submitted more than 1,100 ideas for our new university’s name – and the suggestions keep coming in. If you haven’t weighed in, please do so at asughsu.org/name
There are many approaches to naming universities. According to research conducted by communications expert D.F. Treadwell, categories of institutional names generally fall into four categories:
- Proper – based on the names of specific individuals
- Aspirational – suggesting a goal or a level of performance
- Geographic – reflecting a location or a geographic feature
- Governmental or public – suggesting a state, federal, or municipal institution
Treadwell’s research suggests that proper and aspirational names resonate the most with prospective students. We want a name that will resonate with prospective students and also with our faculty peers at other research universities across the state – a name that will capture the imagination and interest of our many stakeholders.
Naming the university after a philanthropist who recognizes the power and longevity of universities, and who chooses to invest in the future of the university may be the ideal manner in which a name should be chosen. It represents the ultimate win-win-win. A win for the philanthropist and his or her legacy, a win for the university… and most of all, a win for our students, past, present, and future.
In 1718, a wealthy merchant donated nine bales of goods, 417 books, and a portrait of King George I to a small school in New Haven, Connecticut. That merchant was Elihu Yale and the university that bears his name is widely recognized as one of the most prestigious colleges in the world. Similar stories are part of the histories of Duke University, Stanford University, Johns Hopkins University, Vanderbilt University, and so many other great institutions of higher learning.
And nearly 275 years after Elihu Yale’s gift, industrialist Henry Rowan and his wife donated $100 million to Glassboro State College in 1992, then the largest gift ever given to a public college or university in the history of higher education. Today the school is known as Rowan University in recognition of its benefactors’ generosity.
For the philanthropic community, the naming of our university represents a unique –once in a century – opportunity. For our new university, when consolidation is completed, will not be a smallish nascent entity with much work ahead required to show impact and sustainability.
Our new university will, overnight, be a more than one billion dollar enterprise, with state-wide and national reach, among only five percent of Carnegie Foundation institutions classified as doctoral-granting with high or very high activity research, with well defined and recognized professional schools and research activities, including eight colleges, nearly 10,000 students, more than 650 acres of campus and nearly 150 buildings that would cost more than $5 billion to recreate elsewhere, more than 1,000 full-time faculty, with an aligned, integrated and well managed health system, and a growing athletics program that includes back-to-back NCAA Division I national championships.
And even rarer is the opportunity for a university of the size, breadth and relevance that we will be, to readily accept and be able to fully leverage a new name. In contrast to most other ‘naming’ opportunities, which primarily were ‘renamings’, we genuinely will be a new university, with little baggage from previous branding efforts. A truly rare and unique opportunity! Imagine trying to rename, no matter the amount of the gift, UNC, UGA, or OHSU!
University names that tend to resonate with stakeholders can also reflect an institution’s or a community’s aspirations. In 2001, Beaver College in Pennsylvania changed its name to Arcadia University, after a region in ancient Greece, a country associated with the birthplace of modern thought and learning where philosophers pursued independent thought and inquiry. Arcadia selected its name as a signal of their intention to instill these principles in the lives of their students. A year after the institution changed its name, enrollment and applications were both up as was awareness among perspective students. Prior to the change, applicants hailed from 35 states. Just one year after the change, Arcadia was receiving applications from 48 states, nearly every state in the union.
I have said publicly that our new name would include the word “university” and would not include the words “health” or “medicine” in light of the fact that we will be a comprehensive research university when consolidation is complete. And I have also articulated my hope that the new name of our new university would be relatively concise, including three words or fewer.
Click table to enlarge
This is not simply my personal desire. We recently studied the top 100 universities in the United States to find out what kind of name patterns we could elucidate. Our research on university naming conventions revealed that of the nation’s top 100 institutions of higher education (by the USNWR rankings), 90% use the term ‘university’ in their name and more than 60% have names that use three words or less (see Table). Interestingly, only 38% public institutions had names with 3 or less words, compared to 80% of private institutions. See Box for other interesting factoids regarding the names of the nation’s 100 top universities.
If we aspire to be one of the nation’s great universities, we have to look like one, act like one, and sound like one. Calling ourselves something along the lines of the Central Savannah River Area Consolidated Institute of Arts and Medicine won’t get us there.
And we also know the name of our new university will not be Augusta State University or Georgia Health Sciences University. We are undergoing a consolidation. We are unifying two different institutions to create a completely new university – a consolidation… not a merger.
Other than these basic parameters, all options are on the table. Well, nearly all. The “Azziz School for Smarties” will not be a contender, but I certainly appreciate the good humor and playfulness many of you are demonstrating with your suggestions.
That said, naming is a serious matter. The name of our institution should be focused on the future – our future students, the future of our graduates and faculty, and the faculty we will recruit in the future to be a part of this new university.
Our name will be our public face. It is our handshake. It is our ‘first impression’. It is a central part of our identity and will influence the opinions of all who come in contact with us. Writing about corporate rebranding, Laurent Muzellec, a branding consultant and lecturer at Dublin City University, a relatively young university in Ireland, observes that:
“… a new corporate name must bundle together a collective sense of purpose, while encompassing the unique combination of history, leadership, strategies, and values, and being accepted by the varied stakeholders.”
Will we identify a name that pleases every one? I can assure you we will not. But we will identify a name that reflects what our new university will be, a name that will positively position us in the national and global marketplace. And, we will invest in a branding strategy that gives that new name every chance of success.
As I indicated in my invitation to share your naming ideas, the University System of Georgia Board of Regents has asked us to provide a list of three possible names no later than July 1. They will make a decision based on those recommendations with a goal of having our new name announced this fall.
Please know this … whether our new university carries a name that is aspirational, geographic, or bestowed in honor of an important benefactor, we will continue our efforts to build the next great American university. And even more than our name, the tangible results of those efforts will speak volumes about our good work to the citizens of Georgia, our alumni, the nation, and the world.
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What’s In a University Name? Summary of Analysis
Word Analysis
Namesake Analysis
Prepared by the Office of Institutional Research, February 15, 2012 |
40 Comments
Ellen Goodrich on April 20, 2012 at 11:52 am.
So do we have benefactor who can and will contribute enough
To have a university named in their honor? What would
It cost to name an entire university?
Ellen Goodrich
Dr. Robert Fore on April 20, 2012 at 12:05 pm.
Georgia International University
Eric on April 20, 2012 at 12:58 pm.
“Don’t judge a book by the cover”. I have heard this my whole life. Yet, you believe that is how the world should judge our consolidated university. By the name? Really?
I simply don’t buy the ‘research’ on names as being anything more than smoke and mirrors. Much of the ‘research’ is really just a data mining experiment where you are always going to find some indicators that match up with what you want others to think. For example, I bet if I look at all the professional sports facilities in the USA, a large number will be called “stadium” or “field”. Does that mean changing Madison Square Garden’s name is a good idea? You mention Beaver College and its change. Was the name change accompanied by a more elaborate and/or more expensive PR movement by the university? If so, then was it the name or the PR movement? Has the increase in enrollment and diversity continued over the past decade? Without knowing the answers to the above questions, we don’t know the true affect the name change had.
Augusta State University had grown a lot in the past decade. Through actions of a few departments and some athletic fortune, the name Augusta State name is finally making an impression in the southeast. A new name immediately puts us back at square one with respect to our status, forcing the university to climb back up the rankings ladder to just get back to where we are now.
I personally see the name change as a terrible waste of money. Changing the name only changes the impression of a few toward the institution. The faculty, administration, facilities and staff remain the same after spending all that money, so it’s a false enhancement. I understand you believe that money will flow into our new name and thus pay for itself. I wonder from where this money will come? I especially wonder it because so many of our current benefactors are from Augusta, enjoy seeing the Augusta name in the hometown university, and want the new name to include the Augusta moniker at the very least. What do we do if these alumni and local business leaders cease giving? They are the consistent donors. I would want to keep them and get others to donate via different means than this name change.
The name change will, at the least, cost 5 million in my estimation. What else could we do with that 5 million to make potential donors more likely to give? I suspect a PR movement around the state would be a start. How about getting more faculty to once again obtain smaller class sizes? Students like the smaller classes, so more would enroll.
I guess what I am trying to say can be summed up this way. All the great educational institutions share only two characteristics: they consistently accept and matriculate smart people, and they get people to donate money to their research and academic programs. Those institutions build a name over time. The name means nothing if the output isn’t there. A name means nothing if it’s just on a shell. I simply think too much is being made of changing the name.
Mirsad Serdarevic on April 20, 2012 at 1:04 pm.
I think that it is important not to get too caught up in the name – ultimately, it is what an institution offers and it’s endowments that are going to make an institution a success. Example, California Institute of Tech and Stanford Univ. – by all standard fairly “young” institutions and without much “tradition,” and yet they’ve achieved great success and recognition by recruiting the best faculty and students. Similar example could be seen with UCLA’s School of Law which went from bottom of the list when it was founded in the 50s (again a “young” and without much tradition) – within the past several decades, by recruiting some of the best faculty and students UCLA Law consistently ranks among top 15 in the nation.
My suggestions for the name of our school are the following:
The University of Georgia at Augusta (simple, builds on the tradition of UG, while asserting our own regional profile)
Another options: Augusta University (like NYU), University of Augusta (like University of Chicago) or Carter University (Jimmy Carter was the only US president to come out of GA)…
Again, while name does have certain symbolic value, it is really all about what the institution will do in terms of its faculty recruitment, research funding, etc. that will make the institution stand out.
Thanks,
M.S.
Hank J. Wirz on April 20, 2012 at 1:42 pm.
“Henry Wirz University” to honor the American Civil War confederate officer and commander of Camp Sumter.
Jack Evans on April 20, 2012 at 1:47 pm.
Eric, Please keep in mind that we will not be re-naming a university. This is not a name change. We are, in fact, naming a new university.
Marie on April 20, 2012 at 1:57 pm.
So exciting, so bold! Can’t wait for the FINAL NAME announcement! Marie
p.s. Just praying fervently that the donor has an unambiguous, great-sounding, & simple-to-spell last name
Eric on April 20, 2012 at 3:05 pm.
Jack, while I concede someone may look upon this as a “new” university, I don’t believe that is the truth of the matter. In reality, two institutions are simply going to be governed as one. Very little will change due to the consolidation without an influx of money, and name recognition, brand loyalty and past progress will bring in money. Starting from scratch is not the way ANY large corporations handle mergers. Would IBM change its name if it merges with another company? No, one of the names is dropped and the other (the name brand) continues to exist. If this were a business consolidation, the last thing that would ever happen is a name change. I have yet to see a reason for spending millions on the renaming facelift. Instead, I’d rather that money go into the university in ways that improve facilities and the faculty and the moral of the both institutions employees.
Dr. Carl Clark on April 20, 2012 at 3:11 pm.
Some comments here are well taken and I agree that the Ferrari name doesn’t make the car, the car makes the name. On the other hand Nissan makes an excellent SUV called the Murano; probably a good name in Japanese but a poor choice in English. Naming/branding is important and we want to do it right.
Fox on April 20, 2012 at 3:12 pm.
I don’t think including the word “Georgia” is a good idea since we already have University of Georgia, Georgia College and State University, Georgia Southern University, Georgia State University, and University of West Georgia.
We should emphasize “Augusta” instead.
The University of Augusta
Jack Evans on April 20, 2012 at 3:31 pm.
Eric, I respect your perspective, but from mine, this consolidation – and the opportunities it offers – are very different than a corporate merger.
Anna Garner on April 20, 2012 at 3:35 pm.
What about George Walton University? George Walton was from Augusta and signed the Declaration of Independence.
Also, since we will be a consolidation, does that mean our new university will not hold the NCAA Division I championship title anymore? ASU held that title.
(And please consider us students in terms of tuition.)
Eric on April 20, 2012 at 4:18 pm.
Jack, I wish I shared your faith that this consolidation is going to create opportunities. I’ve yet to be convinced that any benefit arises from the consolidation that couldn’t be created by the two separate institutions simply having more money for faculty and facilities. In this, I hope I am dead wrong!
Beverly Collins on April 20, 2012 at 4:59 pm.
Duke might not be happy if we be become the Southern Scholastic University (SSU) or University of Southern Scholars (USS).
Beverly Collins
Christine on April 21, 2012 at 12:26 am.
Thurmond University or Greenblatt University?? Just throwing ideas out there.
Merius Atangcho on April 21, 2012 at 3:09 am.
I would argue strongly against eponymous naming. This is a public university that owes much more to taxpayers than any wealthy benefactor is likely to have contributed at any given time. Without getting into the economic argument of how much of wealth is created through public investment anyway, an antidote to the oft-heard myth of the “self-made” individual, it’s worth repeating that this is a PUBLIC institution.
I also object on the grounds of the “prestige racket.” This servile, sycophantic, emulative attitude towards prestigious, private institutions (that themselves are beneficiaries of public investment)–rather than serving the public, that is, having a social mission at the forefront–doesn’t seem to me any sort of good, original, or bold idea. Furthermore it cannot work. Harvard is Harvard and will remain Harvard for a long time. It’s economic, political and social (upper classes/elites), it’s much more than just education and research.
A bold idea would be the revitalization (not gentrification) of the neighborhood serving, and being served by (in theory at least), both institutions, educationally, socially, and economically. A start would be the recognition of the city (or city and state) in naming–University of Augusta/Augusta University or University of Georgia-Augusta. And it would also be wise not to waste any more capital than is necessary on the effort.
(If a comparison must be made, then it’s worth noting that UC, UT, UMass, SUNY&CUNY, among other university systems, do just fine.)
Bryan on April 21, 2012 at 11:50 am.
I hope I am wrong, but as a senior at ASU, I think Azziz is for making a better GHSU, not both! This change will have little effect on me but the first thing Azziz did was ASK, not pay, for the Golf and Gardens for student housing. They’ve never had student housing, I’m sure for the med students since it’s a couple blocks away. He would have never asked for this without the merger. A couple professors, that I will not name, and many students feel as if Dr Azziz is undermining faculty and students because it’s the prestigious GHSU and we are a fairly new “University.” I just foresee this merger being good for GHSU and not so good for ASU! As for the name, as long as it incorporates both schools and isn’t “James Brown University” or something like that, it won’t matter. The graduation rates and Georgia Regents will make sure it is an accredited school. Just don’t see this going well for ASU. I think there is some hidden agenda for GHSU and Azziz was able to persuade the committee to approve the consolidation. I hope I am wrong for the sake of the friends I have that will still be there after this takes place!!!
(Prof.) Norman Prinsky on April 21, 2012 at 3:08 pm.
Possibly, “Georgia Regents University.”
Von Searcy on April 22, 2012 at 2:00 pm.
This is not the first time that two major universities have merged. Virgina Commonwealth University is the product of Richmond Professional Institute and the Medical College of Virginia that merged in 1968. The ASU/GHSU merger is similar in every aspect in my opinion. In light of these similarities, why not name the university Georgia Commonwealth University. Just keep tuition low for current students, like myself, and my wife, who is a medical student, as well as future students who may attend.
Scott on April 23, 2012 at 12:10 am.
I strongly believe the name of our new university should be geographically based, and with that in mind, I’m in favor of: Augusta University or University of Augusta. Our city has a rich history and that history should be honored by naming the New U after this great city. Furthermore, Augusta has notariety and national recognition from the Masters golf tournament – simple proof that the name Augustat already has significant weight behind it.
If insistence remains for the name to be a proper name, then the only choice I see would be: Bloodworth University, after the former ASU president whose tenure saw vast improvements and growth which made ASU the Universty it is today! I highly doubt there is a single donor whose contributions are significant enough to permit the purchase of a school name. If this ends up being how the naming scenario pans out, then I’ll have an awfully bad taste in my mouth that the New U sold out to the highest bidder. But we’re better than that, and should be more creative than to simply allow or tolerate our name being designated by someone with money. What will be next? University hall will be renamed Nike hall? No thanks! I’ll go pay my tuition else where.
Kelly on April 23, 2012 at 8:45 am.
Just please don’t name it the Lady Antebellum University.
Nicole on April 23, 2012 at 4:32 pm.
I think it should be named Azziz university .
Al on April 27, 2012 at 12:04 pm.
Merius Atangcho is absolutely on the right track. I do however smile at the suggestion of GA Regents University as the board of regents so often have us at their mercy in regard to tuition increases and nonsensical fee allowances.
Richard Jordan on April 27, 2012 at 3:19 pm.
I think the funding for GHSU comes primarily from citizens of Georgia and funding for ASU comes primarily from local sources, except faulty pay and grant research. That or private money is just money; a non-starter for me. Using “Georgia”, “State”, and “Augusta” in the title is a bit redundant. How will a name sound to someone on another continent? Geographic identity is not necessary but helpful. Let’s be helpful. Let’s also be unique, within reason. Butt’s bridge on 15th I understand was named after someone, but Butt’s University isn’t quite right, is it? Or we can minimize spending money and let it all be ASU with the College of Georgia Health Sciences added to the existing Colleges and Schools of Education, Business, Sciences, etc. already at ASU. I opt for “Augusta University”, short and proud.
Richard A. Freeman, MD on May 1, 2012 at 9:26 am.
I recommend Augusta University, which is concise, definitive, descriptive, and non-geographic. However, I doubt if this Board of Regents will approve anything without UGA somehow included. It is only a matter of time until the new medical school in Athens is re-named the College of Medicine of UGA, which would actually be a vast improvement over the horrific name MCG/UGA Medical Partnership in Athens. Surely, they can allow Augusta University for the new merger in Augusta, which would be a vast improvement over GHSU.
John on May 1, 2012 at 10:13 am.
The name is arbitrary, just like administrators here who choose to drive a Mercedes not based on random numbers and letters that the company assigns, such as the C250, but rather based on know quality and high safety ratings, not to mention status. The new name whatever it is, will only be recognized nationally, if it is associated with a consistent quality, not to mention high faculty, staff, and student morale.
Tamara on May 8, 2012 at 8:57 pm.
Less is more, let’s keep it simple. I propose: Medical University of Georgia. MUG is a very simple acronym. Thanks for giving us a place to speak our opinions openly.
shixuan wang on May 11, 2012 at 5:47 pm.
University of Georgia at Augusta
University of Augusta
Augusta University of Georgia
Ray on May 17, 2012 at 10:05 am.
Georgia Health & Academic University
scga on May 17, 2012 at 11:48 am.
University of Georgia at Augusta
ASU Student on May 21, 2012 at 7:08 pm.
I know it’s way past voting time for the new name, but I have an idea:
Georgia College of Sciences and Humanities
(GCSH)
Science for the medical part
Humanities for the liberal arts part
Vincent JB Robinson on May 24, 2012 at 7:06 pm.
The name of our new consolidated University will need to capture our aspirations. In this regard, the word “Georgia” seems to be a must! This captures the statewide dimensions of our Mission.
The inclusion of areas of training and expertise provided at the new institution, is also informational and inspirational.
I suggest Georgia Arts Medicine and Sciences University (GAMSU).
Another suggestion is University of Georgia at Augusta, but this name would likely require the consent of the current only University of Georgia in Athens.
Thanks for soliciting ideas from us all!
Sam on June 14, 2012 at 1:16 am.
Augusta University, or
University of Augusta
Pingback: Guest Blog Naming New U: Six Options for Your Consideration « Sculpting in Clay
International Prof on June 16, 2012 at 12:16 am.
My perspective of your potential name is from outside your institution and outside of your Nation. I am a Professor at a Canadian Institution. “The University of Augusta” (more than “Augusta University”) gets my vote, if the image you seek to foster amongst the leading academic institutions of the world is one of prestige and respect.
Placing “The University of” in front of the qualifier gives the institution an aire of long, stable establishment. (ie University of Georgia; University of Oxford; University of Cambridge; University of Chicago; University of California Los Angeles, Berkeley, San Diego, etc; University of Tokyo; University of Toronto…
And “Augusta” is recognized around the world for the Golf Tournament.
As much as names connected to local history are attractive, I would say give them a pass. Using ‘Bertram’, ‘Arsenal’ or ‘Noble’ will pretty much ensure that your university stays entrenched as a State renown institution.
One last suggestion: if your university aspires to be internationally renown, then you ought to be seeking the impressions of an international panel regarding possible names, as well.
Mary Anne on June 17, 2012 at 4:09 pm.
I am not fond of any of the names. Augusta University and University of Augusta are the only ones I would even consider and I think there is a major flaw in them. I have not taken the survey because of the requirement that I MUST submit my top 3 and I don’t have a top 3. I think not to include something that connects GHSU in the name is wrong. If our intent is to become a major research university, we need a name that has recognition. We changed from MCG to GSHU for name recognition and, although confusing to many, I could understand that plan. We are combining a liberal arts university with a health sciences university and I fully believe the name must demonstrate that. University of Georgia at Augusta would be my fisrt choice, although not necessarily still getting at the health sciences issue.
candcaren on June 19, 2012 at 1:34 pm.
As a resident graduating from MCG- I can only say it has become an embarresment to say I’m from ‘GHSU’ which sounds like a foreign medical school (yes, I was asked this several times on interviews outside the state)- none of the current 6 options carry any recognition in the medical community outside of Augusta. Let the shame continue.
Eliz on June 22, 2012 at 9:18 am.
Is there a University of East Georgia already?
MARK on June 26, 2012 at 11:20 am.
HOW ABOUT “THE UNIVERSITY OF AUGUSTA GEORGIA”
CryoCyberGenesis on August 10, 2012 at 6:07 pm.
To all whom it may concern if at this time you are having an Arrogant, Egotistical, and Pompous attitude to an impending NCAA investigation with the consolidation operation and management of the university to be named GRU would would be futile. You should know better than anyone else that everybody in the United States of America is over ruled by someone or another governing body, even the U.S. President can be over ruled by an act of Congress, in an event of wrong doing. Many reports filed to the NCAA will have you investigated.