The University follows certain rules in conferring naming rights to particular individuals and institutions. Potential bestowals are discussed among relevant University representatives for the sake of transparency and good governance. The final decision comes from the Executive Council and at least 2/3 vote of the Board of Trustees (BOT) according to DLSU’s Policies and Guidelines for Naming Rights.
There are two types of bestowal of naming rights enforced by the University: by distinction and by benefaction.
By distinction
Naming by distinction refers to bestowal after personalities with a record of distinguished service or association to the University such as saints, La Salle Brothers, University officials, faculty and staff and those who have given a remarkable contribution to the nation or community.
One such case is Br. Andrew Gonzalez, who is widely regarded as a pioneer of educational reform in the country. As Secretary of the then-Department of Education, Culture and Sports (DECS), who reviewed the Basic Education Curriculum and called for its thorough revision. Moreover, he crusaded for the use of Filipino as a medium of instruction and helped alleviate the squalid conditions of public schools in the country through the Adopt-a-School Program. Gonzalez’s efforts were also instrumental in the foundation of three DLSU satellite schools, including the College of Saint Benilde, DLSU-Dasmarinas and the DLSU-Health Sciences Institute. As President and Chancellor Br. Ricky Laguda FSC succinctly put it, “[Gonzalez’s] educational vision for the country is unparalleled.
Dr. John Addy Garcia, Dean of the Br. Andrew Gonzales College of Education (BAGCED) shares the same thoughts as Br. Ricky. He believes that Br. Andrew’s name serves as an inspiration and reminder for them to do best. “Renaming the College is one the most important action taken by the University to honor Br. Andrew Gonzalez for his great contribution to the Lasallian mission, the transformation of the University, and the advocacy for excellence and scholarship in Philippine education,” he claims.
By benefaction
Naming rights, however, can also be awarded by benefaction. When individuals or institutions make gratuitous donations to the University, the administration can, in turn, grant the former a right to name a given facility or land feature.
This had been the case with business tycoon John Gokongwei, whose name is now frequently associated with the College of Engineering. Although John Gokongwei himself had not been an engineer, but rather a former student of the University’s graduate school of business, a 2011 The LaSallian article relates that Gokongwei’s substantial donations to the University paved the way for the said college’s “re-branding” as the Gokongwei College of Engineering (GCOE) in the same year. A scholarship program that had been launched the following year was also named after the Gokongwei Brothers, due also to the Gokongwei Brothers Foundation’s generous financial contributions.
Br. Ricky furthers that JG Summit Holdings, John Gokongwei’s corporate conglomerate, spans a wide range of industries – from real estate to telecommunications. “All these industries,” he says, “have engineering related fields in one way or another.”
Gokongwei’s case is almost the same as with Ramon V. Del Rosario, who is associated with the Ramon V. Del Rosario College of Business (RVR-COB). However, one may say that this naming right is both by distinction and by benefaction.
In a previous article by The LaSallian back in 2011, the College of Business (COB) professors initiated to re-launch COB as RVR-COB. Br. Ricky explains that the family of Mr. Ramon Del Rosario gave a substantial donation to DLSU. Additionally, the Professional Schools Institute, which was previously associated with the name of RVR and the College of Business and Economics (CBE) at that time, integrated both entities. Later on, the separation of CBE to COB and the School of Economics (SOE) also paved the way for the new RVR-COB.
Another case is the Henry Sy Sr. Hall (HSSH). It is stipulated in the policies and guidelines by the BOT that the “name gift” (granting of naming right) under naming policies by benefaction will normally cover 25-35 percent of total project costs of physical facilities. Henry Sy, Sr. is an acclaimed business tycoon who abides by the naming right, due to his substantial donation can be seen through the newly environment-friendly building inside the University.
Selling?
With the names of renowned and influential people plastered on buildings and colleges, one may question if it contributes to the commercialization of the University, or in the marketing of the specific academic programs the name carries.
GCOE Dean Rosemary Seva, however, defends the University’s decision, claiming, “Buildings in educational institutions around the world are named after donors.” She contends that there is nothing wrong with the college’s “re-branding” and argues that in this case, the College of Engineering was merely named after its own donor.
For BAGCED, Garcia explains that the intention of renaming was for the sole purpose of honoring Br. Andrew and not to market the college. However, he believes, that for the college to be associated with the good work of Br. Andrew brings about positive vibe to our identity as an academic institution.”
Gabrielle* (II, AE-BSA) laments that this practice may very well be a sign of DLSU’s gradual commercialization. “DLSU isn’t granting naming rights to these wealthy philanthropists; it’s selling them through [the latter’s] so-called ‘donations’,” he adds. Ashley Cruz (III, MEM-MR) shares the same sentiments. She thinks that this seems like a business transaction, they give money in exchange of their names pasted on walls.
In the case of the University of the Philippines (UP), the name change issue is considered a pressing one. Their College of Business and Administration (CBA) is planned to be renamed to the Virata School of Business (VSB) in honor of Cesar Virata. Based from a college-wise survey with 346 respondents, 97 percent (translating to 247 respondents) of the students do not support the name change. This result acts as a guide for the UP Board of Regents in making their decision, entailing that UP students are considered stakeholders and are involved in the process.
Aligned with Lasallian values
Br. Ricky expresses that this naming rights usually consider the priorities of the University aligned with its vision-mission and values. As indicated in the naming policies by benefaction, “The reputation and dignity of the University must never be sacrificed for financial considerations.” This means that the name of the individual or institution is not in any way entangled in “scandalous behavior, corruption, violation of Christian, moral and cultural values.”
Bestowals by distinction shall be granted in perpetuity unless the name comes in dishonor with the University or the general public while bestowals by benefaction will remain for a maximum of 25 years and is renewable upon agreement from both parties.
