A rose by any other name: is a university’s name important?
A snip at £250,000
What do Anglia Ruskin, Edge Hill, Aston and Heriot-Watt all have in common? They are all universities in the UK that are part of a dwindling group of institutions in which their name gives no clue as to its location.
So often university names are based on the city in which they are located. Not only does this tell you where the university is, the name can also give some clues as to how good it is.
There are some universities whose names a synonymous with a first class education – Oxford, Cambridge and St Andrews to name a few. These are universities which everyone knows about without having to go on a fact finding mission just to establish where they are or what courses they offer.
Then there are some institutions whose names give a clue to the type of university that they are for example, the University of the Arts London, London School of Economics and the School of Oriental and African Studies – universities which specialise in a select field.
And then there are some universities that are known to be great for certain subjects, for example Liverpool is top for Veterinary Medicine according to the Times Top 100 Guide, and Bath is great for Architecture.
Finally, there are the names which are widely acknowledged to be either a)really hard to get into, b) a really beautiful place to study, or c) a particularly good city for partying in, or if they are lucky, all three.
Another example of a university which didn’t have it’s location in its name was University formerly known as Napier, which also happens to be where I ended up. I will be the first to admit that I didn’t know where it was until I looked on their website but it turned out that it was in Edinburgh, a place known for its beauty and culture.
In my second year there were some rumours flying around that the name was going to change to Edinburgh Napier University and it turned out to be true. One of the main reasons which were cited for the change was because no-one knew where it was unless you lived in the area. The university claimed that even people in Glasgow – only an hour’s drive away – didn’t know where it was.
It also meant that anyone who has either studied or worked there could stop saying the phrase ‘It’s in Edinburgh’ when asked ‘where exactly is Napier?’ So almost one year after the name officially changed, after all of the signs, leaflets, stationary, posters, website, library stamps and diaries have all be rebranded, was it worth it?
It cost a cool £250,000 and an Edinburgh Napier spokesman said: “There is evidence that the name change has led to an increased awareness of Edinburgh Napier University and that is enhancing our reputation…a record number of potential students attended our recent Open Days, while the number of visitors to the University website has also increased. The University is also receiving a record number of applications from potential students,”
He Continued: “In short, the name change has helped give us a platform to achieve the kind of sustainable growth that is vital to ensuring the long term success of Edinburgh Napier.”
So would it be worthwhile for institutions such as Edge Hill and Anglia Ruskin to change their names? Well yes it probably would be a good idea, because it seems that if you have not got your location in your name, you are falling at the first hurdle – attracting students.
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