Laurier has had many brainstorming sessions on changing the name of the business program at Laurier. So far, it has been mentioned that they would like to rename the program after somebody in the community from Laurier, that has achieved something great. However, Laurier doesn’t want somebody who is still living to be their program’s representative. Obviously somebody who is still alive has the potential for missteps in business or in life that could negatively affect the program’s reputation.
Most other schools differentiate their business program from the rest of their school by using a different names. Schools that do this include Western, Carleton, University of Toronto, York and Ryerson. Personally, I think being different is the most important thing. If all the other schools have their own name for their program, I’d rather keep Laurier’s name attached to my program. Furthermore, the Laurier business program’s brand name is gaining momentum exponentially with its victories in successive JDC competitions. Changing the name at this point may not be beneficial to the program and may lose all of the brand equity that has already been established under the Laurier name.
Finally, I’m wondering how this will affect people who have already graduated. People are going to have degrees from Laurier and degrees from the new program. It will be interesting to see what happens to each brand.
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