First World Rant:
My university had a three letter acronym from the 60's to about 2010. It was UMR - University of Missouri at Rolla. It is not a famous school, but it has regional recognition and everyone knew it by UMR. The school has ambitions (like they all do) of being the next MIT. They literally tried to rename the school MIT at one point (Missouri Institute of Technology) and were rebuffed when they found a welding school in St. Louis already went by that acronym, much less you know, the MIT.
On top of the national brand recognition they sought, they were trying to fix a practical problem. UMR is separate institution from the University of Missouri, commonly known as Mizzou. They are in the same umbrella of state universities but are run separately. The issue that this caused is that grant funds would often be sent to University of Missouri (Mizzou) instead of the University of Missouri at Rolla and this would cause serious headaches at both schools but especially at UMR as it always meant a delay in receipt of funding.
You would think there would be some sort of bureaucratic solution to this, but since the school already thought a name change was in order they instead undertook one of the best destructions of institutional branding I've ever seen.
They settled on Missouri University of Science & Technology, which they styled as MS&T. The problem is that no one in the midwest had heard of MS&T, you preemptively spell it out for them. This leads to them naturally assuming it's called MUST. Oh and unless you tell them the school used to be UMR, they will think you went to some niche prep school or whatever. Out where I live now, they don't even know what UMR was so they tend to stick with MUST. Nowhere does anyone use MS&T and big chunks of the midwest still refer to it as UMR. But because there is no more advertising around UMR, the brand of the school has seriously faded.
The thing is that I didn't like the school to begin with and now that people call it MUST, I wish I had gone to some other 2nd-tier school!