A UC Berkeley task force has recommended the school shift its sports identity to 'Cal Berkeley' rather than the current 'Cal' or 'California.'
Stanford and Cal have found new homes in the Atlantic Coast Conference, leaving just Washington State and Oregon State behind in the Pac-12.“Having two distinct identities for one entity is highly problematic from a branding perspective,” the task force wrote. “Some people do not realize that Berkeley and Cal are the same university, which means that the breadth of the institution is lost on them.
According to quantitative research by the task force, 66% of Americans, 36% of Californians and 21% of Bay Area residents didn’t know or weren’t sure that the names “Berkeley,” “UC Berkeley,” “Cal Berkeley” and “Cal” referred to the same place.The Los Angeles Times policy regarding references to the university in articles could have been listed as Exhibit A in demonstrating the cause of such confusion.
The task force found that “Berkeley” is most strongly associated with “academic excellence” and is seen as “the global brand.” On the other hand, “Cal” sometimes can transcend sports and is considered an “affectionate nickname,” although people are “much less familiar” with that name than any of the iterations that involve “Berkeley.”
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