Name-brand quality

Excluding 'Augusta' in school renaming would be a huge mistake

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Jerry Brigham speaks for many when he says the consolidated university here needs to have “Augusta” in its name.

But the Augusta commissioner is being diplomatic when he suggests a growing movement to get Augusta in the name “is not saying we’re not going to be happy if Augusta isn’t in the name.”

A lot of people, particularly Augusta State University’s considerable alumni base here, won’t be happy at all if “Augusta” is left out.

It will feel to them, and to much of the community, as if the city itself is being left out.

Several committees will work over the many names proposed for the consolidated ASU and Georgia Health Sciences University. The state Board of Regents will choose a name from three finalists in July.

The importance of this decision is about more than civic pride – though there’s plenty of that to go around. Many Augustans feel it will be a slap in the face to both ASU and the community to leave the word “Augusta” out of the new university’s name. We agree.

Such a move could also turn off current and potential donors.

But we also believe it would be a monumental mistake for the university, the Regents and the state to try something other than “The University of Augusta,” or something close to that.

Here’s why:

Part of naming the newly consolidated school is the job of “branding” it – getting its name known. The head of the consolidated university, and the current president of GHSU, Dr. Ricardo Azziz, is a visionary leader, and a global thinker. There can be no doubt that he not only wants the school to be one of the finest in Georgia and the Southeast, but also in the nation and world – particularly in the health sciences, as he is a medical doctor with an international reputation himself.

So why throw away the word “Augusta” – when it already is one of the best brand names in the world? Augusta is known the world over as the home of the Masters. And for several decades now, the shorthand reference to the tournament has become “Augusta.” National and international commentators and players have helped make it so – declaring that they’re “going to Augusta” the first week in April.

Other communities, other colleges, even big companies, would love to have that positive, widespread brand recognition. Why would the Board of Regents want to throw it away?

First and foremost, though, Dr. Azziz, his colleagues and the Board of Regents all need to know just how strongly this community feels about “Augusta” being in the name.

We suspect it will take an outpouring: Dr. Azziz recently seemed to tip his own hand when he was quoted, “This is a comprehensive American university. This is not a local university.”

Well, neither is the Masters a local golf tournament.

In the weeks to come, we expect there will be opportunities for area leaders and residents to make their sentiments known all the more. We invite you to write us a letter to the editor (easy instructions being elsewhere on this page). And should the occasion arise, we hope you will consider attending any meetings, press conferences or rallies.

State leaders in charge of the name change need to know how we feel. We expect they should see it and feel it too.

Comments (16) Add comment
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Craig Spinks
817
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Craig Spinks 05/27/12 - 01:30 am
2
1
The Augusta Masters?

It has a certain thud.

omnomnom
3964
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omnomnom 05/27/12 - 05:34 am
3
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for hyperbole's sake i'm

for hyperbole's sake i'm going to suggest Harvard-On-The-Hill-In-The-Paris-Of-The-South

omnomnom
3964
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omnomnom 05/27/12 - 05:35 am
3
2
there's always "Garden City

there's always "Garden City University", although reflecting realityit should really be "Butts-In-The-Median-Centipede-lawn University"

Retired Army
17512
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Retired Army 05/27/12 - 06:12 am
5
2
Pay attention here Dr. Azziz.

Pay attention here Dr. Azziz. This is a a shot accross the bow from the AACOS(Anonymous Augusta Chronicle Opinion Staff)with which-grinding of teeth-I also happen to agree.

We like having you here. We have seen and mostly approve the progress you have fostered in our medical college. Don't mess with our civic pride. We may fight amongst ourselves but we will defend our home.

This community prides itself in the world class medical resources that our university provides. Let others around the world know where it is truly located.

Carleton Duvall
6305
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Carleton Duvall 05/27/12 - 08:07 am
7
1
Augusta University

As a graduate of the school that was called the Junior College of Augusta, RA, I find myself agreeing with you for the first time. You certainly have removed your horns and have shown the common sense that I would expect of a man who devoted much of his life to defending our country. Maybe, this is a start in the right direction for you. Time will tell. LOL

etlinks
20907
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etlinks 05/27/12 - 08:20 am
7
0
AUGUSTA

I know I am not allowed to comment since I don't live in Richmond Co. but I think I will. Augusta State University should be the name for the new merger IMO. Sorry if I hurt some feelings.

faithson
5158
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faithson 05/27/12 - 08:46 am
3
2
Georgia Health Sciences University

Georgia Health Sciences University at Augusta

JohnBrownAug
1962
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JohnBrownAug 05/27/12 - 08:46 am
5
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Agree, It Should be Augusta University

Or University of Augusta, either way is fine. Since we have to change the name, it's probably a good idea to eliminate the state behind AU. I hope Dr. Azziz is listening to all of us because his earlier statement about wanting a new name that displays its national prominence is worrisome.

One thing is for sure, a college with a medical school is in the bigtime. This is going to help ASU tremendously and it has already begun with applications increasing.

JohnBrownAug
1962
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JohnBrownAug 05/27/12 - 08:50 am
4
0
Faithson

Faithson, I disagree because that implies we are part of a school based elsewhere. Plus, the undergraduate school has business and other programs. The interesting question is going to be whether the Athens campus will now be called Augusta University Medical School at Athens.

nothin2show4it
120
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nothin2show4it 05/27/12 - 09:00 am
0
0
???
Unpublished

Doesn't CWU have a certian iron bar... I mean clad ring to it?

nothin2show4it
120
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nothin2show4it 05/27/12 - 09:07 am
0
0
How about the University of
Unpublished

How about the University of Augusta and UAHS University of Augusta Health and Science

I mean come on?

Retired Army
17512
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Retired Army 05/27/12 - 11:28 am
1
1
Don't get yer hopes up

Don't get yer hopes up Carleton. I'm only nice to you, because my daddy taught me that you don't pick fights with old guys. They'll just shoot you. :)

gcap
290
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gcap 05/27/12 - 12:03 pm
1
0
Be careful.

If the Regents decide the name, it could be disastrous. Several schools regret their new "State University" names. GCSU returned to GA College. So be careful MCG, er, GHSU. Fight any of the Regents' outlandish name selections like Georgia Comprehensive Business, Liberal Arts and Medical University (GACBLAMU). Go you mighty GACBLAMU Jaguars!

Carleton Duvall
6305
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Carleton Duvall 05/27/12 - 12:35 pm
4
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Wise old daddy

And don,t forget what your old daddy told you, RA,He was spot on.

socks99
250
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socks99 05/27/12 - 03:10 pm
2
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I wonder why ACES would

I wonder why ACES would quibble over "Augusta" in light of the fact that the state Board of Regents ALREADY destroyed many decades of "branding" when they got rid of "Medical College of Georgia." And while I certainly hope Azziz is the visionary you suggest, he might simply be another grifter and con-man taking advantage of the political turmoil created by a reckless Board of Regents. But good luck!

howcanweknow
2306
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howcanweknow 05/27/12 - 03:25 pm
0
0
Why not, University of

Why not, University of Georgia - Augusta, and University of Georgia -- Athens? That is how CA names their state schools (UCLA, UCSD, UCSF, etc). Just a suggestion.

JohnBrownAug
1962
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JohnBrownAug 05/27/12 - 03:40 pm
0
0
While All State Schools...

All state schools are part of the University System of Georgia, but they are not part of UGA. There's a difference. The University of Georgia is not about to be known at UGA-Athens. Besides there are about 99 thousand colleges in Georgia with that in their name.

College of Coastal Georgia, Brunswick
Georgia College, Milledgeville
Georgia Gwinnett College, Lawrenceville
Georgia Highlands College, Rome
Georgia Institute of Technology, Atlanta
Georgia Perimeter College, Decatur
Georgia State University, Atlanta
Georgia Southern University, Statesboro
Georgia Southwestern State University, Americus
Middle Georgia College, Cochran
North Georgia College and State University, Dahlonega
South Georgia College, Douglas
University of Georgia, Athens
University of West Georgia, Carrollton

specsta
6505
Points
specsta 05/27/12 - 03:55 pm
2
8
Augusta is not a brand. NYC

Augusta is not a brand. NYC or ATL or LA is a brand. Augusta is "known" for being a second-tier city that is one-step removed from being a country bumpkin stepchild. The new university would do itself well to create its own brand to appeal to an international audience.

Gage Creed
17250
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Gage Creed 05/27/12 - 07:03 pm
2
1
Another oracle has

Another oracle has spoken...(eyeroll)

JRC2024
8879
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JRC2024 05/28/12 - 01:14 pm
1
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Spectra you may say what you

Spectra you may say what you want but I hope no one pays any attention to you. You never say anything worthwhile about Augusta or the us. Alot of us on here love Augusta and I am one of them. It had been a good city to grow up in and work. Sorry you feel left out.

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