Although names such as union, student association, representative council and guild are common, in practice they provide little insight into an organisation's role on campus. In addition, some organisations have chosen to rebrand using entirely new names, with the term "union" in particular considered to be the source of misunderstandings about their role. Students at Macquarie and Arc @ UNSW are examples of this trend. Where campus unions are being replaced with university-owned corporate entities, non-traditional names such as UWS Connect and UniCentre are becoming common.