#DropTheUNC — But Actually?
The UNC Charlotte student government and community continued its university name-change debate on Wednesday with an official referendum. Students and staff voted online on whether they believe a name change is imperative, or to remain UNC Charlotte as since 1965.
UNC Charlotte was the fourth established UNC system school, and before that, the university was known as Charlotte College. This massive, research-based university nestled in Northeast Charlotte is not numb to name change or image shifting, but 2019’s debate leaves students and alumni in a passionate, yet heated debate.
This debate is passionately centered around brand imaging, academics and pride. Athletics, however, is separated from the ‘UNC’, just referred to as the Charlotte 49ers. This move is appreciated by students and alumni who feel a uniqueness from the academic side of the university.
Others will not take no for an answer, but one is willing to give an answer, a logical one.
“It all starts with research and strategy,” said Tim Rebich, proud alum, athletics supporter and Partner at Varsity Partners, a branding firm in Charlotte. “Understanding cultural equity, current usage and of course, goals and mission of the university will make or break a rebrand.”
Rebich works with brand imaging, rebranding and desired outcomes in sports and entertainment.
Academics is a different issue when it comes to a rebrand for a university due to research and grant rights, accreditation and reputation. This is something that UNC Charlotte rightfully wants to hold onto as it receives help from the UNC system.
1,545 students voted in the referendum about a name change, and 57 percent of voters agree a name change should be mandated. Reasons spread locally at UNC Charlotte for self-sufficiency purposes; regionally as the premier university and brand in Charlotte; but nationally, UNC Charlotte is often mistaken for Chapel Hill. That does not rest well with alumni, and a name change could solve that.
“Overall, the university name change would provide an immediate sense of ownership and independence by alumni, students, athletics and academics,” Rebich said. “Over time, the new name could support Charlotte in building its own unique brand equity.”
Whether the ‘#DropTheUNC’ social media movement takes off will be a result of long-lasting resilience from the community and those who deserve justice should be delivered. This, of course, is a decision that will not be made by Fall 2019, but rather years of processes and hearings must be held.
The immediate UNC Charlotte body and alumni are very passionate, they are not shy to fight for a beloved cause, even if it incites a loss of history for a different path.
