Victoria University of Wellington Students' Association president Marlon Drake, pictured in front of the Hunter Building, was pleased students' concerns over the university's consultation processes had been highlighted.

Victoria University of Wellington could still market itself under a different name, even though Education Minister Chris Hipkins rejected the institution's controversial bid for a legal name change.

Hipkins' Tuesday announcement followed months of deliberations and a strong campaign against the proposal.

However, the university's vice-chancellor professor, Grant Guilford, said it could choose to push its "Wellington" identity without the minister's consent, while it legally kept its name. It could also legally challenge the decision if the council decided to.

KEVIN STENT/STUFF Education MInister Chris Hipkins received more than 450 pieces of correspondence from students, alumni and others – mostly opposed to the name change.

Guilford cited the example of Stanford University, which is legally the Leland Stanford Junior University. He said universities closer to home, such as the Auckland University of Technology – better known as AUT – made similar changes through branding.

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For the capital's oldest campus it could mean using "Wellington more prominently" in marketing materials.

KEVIN STENT/STUFF Victoria University of Wellington will keep its name.

"There's plenty of precedence for that, where a legal name stays the same but the university operates under a different branding," Guilford said.

"That's one of our options and that's something we'll consider."

But University of Auckland marketing senior lecturer Bodo Lang said the move would "totally side-step the issue". To market under another name could work in the form of an abbreviation, but in VUW's case it could be seen as "untidy".

"You want a brand name that's as clear as possible. An abbreviation is a part of everyone's language."

Hipkins was "not convinced" the university had sufficiently engaged with stakeholders, "who should have their views considered".

"Given the level of opposition to the university's recommendation, including by its own staff, students and alumni, I am not persuaded that the recommendation is consistent with the demands of accountability and the national interest."

KELLY HODEL/STUFF Education Minister Chris Hipkins has said no to Victoria University of Wellington's controversial bid for a name change.

Guilford said the minister's decision was a disappointment, but "not unexpected".

The university was studying all content related to the matter and any further decisions, including a possible legal challenge, could come at the council's next meeting in February.

The challenge could be made if the minister's decision was found to be illegal or unreasonable: "We'll think carefully about that," Guilford said.

Hipkins would not be drawn on whether university leaders should lose their jobs over the failed proposal.

However, he believed the university council had not "discharged their responsibilities ... in a way that is accountable to the wider university community".

The university's student association president, Marlon Drake, was pleased concerns over the consultation process had been highlighted.

SUPPLIED Victoria University of Wellington vice-chancellor Grant Guilford says he was not surprised by Education Minister Chris Hipkins' decision to torpedo the proposed name change.

He looked forward to "proper consultation and an end to box-tick consultation".

It was time the university considered more important matters, such as mental health services, he said.

The tertiary institution's plan to rebrand moved into its final stages in September, after the council voted to change its name to the University of Wellington, and to adopt a new Māori name of Te Herenga Waka. The institution had agreed in principle to a new name on July 27.

However, Hipkins had the final sign-off to approve or reject the name.

In a discussion paper on the proposal, Hipkins was told he was not required to make a decision on the university's proposal to change the Māori name, from Te Whare Wānanga o Te Ūpoko O Te Ika a Māui to Te Herenga Waka, despite feedback from consultation work being "mostly supportive".

Staff were divided on the name change and there was significant opposition from alumni and students, he said.

SUPPLIED The Victoria University of Wellington's council voted in favour of changing its name to University of Wellington.

Hipkins received more than 450 pieces of correspondence from students, alumni and others – mostly opposed to the name change.

A change.org petition had more than 10,000 signatories listed opposing the name University of Wellington.

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