The University of Northern British Columbia (UNBC), on the main campus located in Prince George, British Columbia, Canada, has a bookstore that supplies all of the students’ textbooks and reference materials needs. Its primary role is to stock all required and optional course materials for classes at UNBC but, it also offers an expansive collection of UNBC crested clothing and giftware including various products with the school logo on it.
     The UNBC bookstore has positive effects on both the university and the students by selling the university-branded products. First, the brand shop can advertise the university and make people be interested in it. The Retail Services Manager Mardeana Berg said that school staff or tourists can buy and wear UNBC clothes, not to mention students. Second, students can have a lot of pride in their school. Angie who is a Canadian studying Japanese said, “I bought a water bottle imprinted with my school logo and I liked the design. I think that students are proud to go to the university, so they tend to buy the UNBC-branded merchandise. Also, people know that we are smart enough to go to the university.” Third, students can express strong bonds. According to the manager of the UNBC store, the best seller is a custom hoodie, especially, the green one which has a symbol of UNBC. She added, “The UNBC Bookstore and UNBC Alumni Association are pleased to offer a special hoodie for particular majors or graduation years.”

     I felt that the hoodies are more than just clothes for every member of the university and represents their self-confidence and pride. Sumire Hisada, who is from Japan and studies English said, “It is cool to have one because I can express a sense of belonging to UNBC even though I am an exchange student.” She added that her university in Japan has a brand shop and she bought stationeries with embroidered logos because of a sense of community and fellowship. Then, what is the opinion of Korean students who are studying at UNBC?
     I asked my classmate Kim Yeong-cheol, an exchange student from Kangwon National University, and he said that he was surprised when he came here. “Most UNBC students put on a similar hoodie which is carved with the school logo. It is not common to sell these things in Korea. Only some universities which are considered as one of the best have their own brand shop. Some Koreans might think it makes other people who do not belong to those schools feel inferior, but most Canadian students seem to have confidence in themselves. I like their attitude.” I could not agree more generally because we are always conscious of the eyes of others around us. However, university-branded products are good to build a sense of belonging for every student and also make its students take pride in the university. With CNU-branded clothing or stationery, how about feeling a sense of belonging to CNU?
 

By Lee Chanmi, Overseas Correspondent