Dave Melling said he had received a number of "unsatisfactory" replies from the university before taking the matter to the Town Hall.

Mr Melling, an employment officer with Blackpool-based Progress Recruitment, said: "I honestly believe it represents a lost opportunity to reflect another element that is good and positive about Preston to a much wider audience.

"My argument is it could and should take advantage of having Preston as part of its title.

"I would love to see the city leaders take up the cause and encourage the university to consider the change."

The institution has undergone a series of name changes in the past and it was once known as Preston Polytechnic.

It was then re-named Lancashire Polytechnic in 1984 before gaining university status in 1992.

University bosses, who claim the university brings £300m to the local economy each year, rejected the calls, saying they promote the city in material sent out to prospective students.

A spokesman said: "We understand and are appreciative of the pride that many Prestonians have in 'their' university.

"However, the issue of name is a complex one and renaming is not something which any organisation, particularly perhaps a publicly funded one, should undertake lightly.

"The university continues to serve a much wider area than Preston and the 'Lancashire' part of its name is still particularly significant in this respect.

"Our research has led us to the conclusion that the 'University of Central Lancashire' and its major derivative 'UCLan' has become very well established.

"This has persuaded us that any change of name could not be justified at this moment in time on the basis of either cost or of more general value."



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