Not content with renaming an international gulf and a cross-border lake, on Oct. 10, U.S. President Donald Trump recently floated the idea of renaming the Atlantic or Pacific Ocean as “Trump Ocean” or the “Ocean of the Americas” at a political rally in Clarksville, Tenn. 

“We need an ocean. So, I was thinking of either the Atlantic or the Pacific,” he said to laughter and applause. “We call it ‘Trump Ocean’ or ‘Ocean of the Americas,’ something like that.”

Then, at an Oct. 21 rally in South Carolina, Trump said he asked Google’s CEO, Sundar Pichai, to rename the Atlantic Ocean on Google Maps. According to Trump, Pichai replied, “Please don’t ask us to do that.” 

“So, I'll probably pass,” Trump said. “I think let's keep it the Atlantic Ocean.”

While Google has not issued a formal statement on the matter, Trump’s obsession with naming places for himself or America is remarkable. In our view, it reflects a textbook case of “toponymic narcissism”—the use of place naming to remake the world in one’s own image. 

Let’s not fool ourselves: Trump knows a thing or two about branding. In fact, his business career has largely revolved around marketing the Trump brand on hotels, golf courses, and even golden sneakers. We shouldn’t be surprised to find him following the same playbook in his second presidential term. 

Yet the world map is not a private real estate development. Nor can place names be reduced to a branding exercise. Place names have a greater civic purpose as shared global symbols that should transcend the personal glorification and political interests of any individual leader.

Place names form part of our intangible cultural heritage with cultural significance that will outlive the cartographic whims of President Trump. They shape our geographical imaginations and the way people perceive and understand the world. Geographical naming also has important consequences for education, international relations, and the types of messages we wish to project to the world.

For instance, it is notable that Trump has focused much of his renaming energy on places with Indigenous names, such as Lake Ontario and the Gulf of Mexico. In the case of the Atlantic Ocean, this could also be seen as an attempt to erase an etymology that points through Greece to North Africa. The name derives from the Greek for “Ocean of Atlas,” referring to the mythology of a giant who lives in the Atlas Mountains of northwestern Africa.

As place name scholars, we have spent decades studying the cultural, social, and political aspects of place naming. There is a long history of political leaders and cartographers using place naming to assert raw power by rewriting the world map. In one sense, Trump’s renaming shenanigans are simply the latest flashy example in this broader story of mapping and politics. 

But Trump is not merely renaming places to project American power on the world stage. He is also making a mockery of the very act of place naming itself—and, along with it, the international norms that inform the map-making process. 

The international community must reaffirm its commitment to respecting the cultural value of place naming and to articulate responsible place-naming principles, especially for geographical features that are shared across international borders. In an open letter co-authored with place name experts around the world, we propose five key principles for responsible place naming:

The first principle is recognizing that place names are culturally significant forms of intangible heritage and shared resources whose stewardship carries responsibilities extending beyond the interests of any particular government, leader, institution, or generation. 

Given the cultural significance of place names, our second principle highlights the need for meaningful public participation in place naming decisions. Place names that are changed arbitrarily and without due process should not be recognized by the international community. 

Thirdly, place names should not be used to proclaim cultural superiority, advance territorial ambitions, or assert exclusive national ownership over geographical spaces shared among different peoples. 

Places should generally not be named for living people. Instead, place naming should serve the public interest rather than promoting the personal legacies of those seeking to commemorate themselves as a form of self-aggrandizement.

Lastly, we recognize that a shared geography need not always have a single name, since multiple place names can bear witness to the layered histories, languages, and attachments through which places acquire meaning. However, this recognition should not extend to condoning the unilateral renaming of shared geographic features without international dialogue among affected countries and communities.

If Trump moves forward with attempting to rename the Atlantic or Pacific Ocean, the international community should stand united in rejecting this attention-seeking act of cartographic malpractice and defend the cultural value of place naming as a cornerstone of our shared world map and geographical imagination.