Last year, the National Association of Evangelicals asked its members if they included denominational affiliation in the name of their church. Well over half—63 percent—said they did not.

It’s a tricky line to walk. Naming your denomination may come across as more “rigid” or “old-fashioned,” but leaving the name out can appear sneaky or unstable, according to a 2013 Grey Matter Research study.

Either way, a church’s name isn’t going to drastically change the way the public perceives it, according to a new study from the Nashville-based LifeWay Research.

Among LifeWay's findings: About half of Americans view denominational names favorably, while the other half feel either negatively or indifferently.

“It would depend on who you’re trying to reach,” said Scott McConnell, vice president of LifeWay Research. “But some denominational groups have as much ‘brand equity’ as nondenominational ...

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