I have been part of two SBC churches that did not have "baptist" in the name. One, I thought seemed to be trying to hide their association with the SBC, and that seemed odd to me...although I understand they have come around a little these days. The other was quite open about the fact that they were a baptist church. It was very clear, even in the monthly luncheon for visitors and new members. The reasoning behind the name change was that if there is someone who might otherwise drive on by because they have some negative association with the word, "baptist" should we remove it so that our denomenational label does not become a stumbling stone? That makes sense.
This is a trend that started in the late 70's/early 80's and it made more sense back then. Most unchurched folks in that time were people with some religious upbringing may associate all kinds of things with a denomenational label. A couple of years agao, I attended a seminar by Thom Rainer and he addressed this issue saying it was a passing concern. He said that more and more unchurched people that our churches might reach have no religious background, thus not association with the word "baptist." In fact he said that his research indicated that most new Christians didn't have the slightest idea what the denomenational name at their church meant when they first attended. So maybe the idea makes less sense now.
I do think its awfully unfair to judge why a church makes such a decision. I also think its unfair to assume that any church using church growth strategies is growing off the backs of other churches. I have known many to be very proactive in making sure they aren't getting new members from other churches. But then again, there are plenty that are too.
I wonder if this trend of renaming churches is less the influence of some 1970/1980's church growth models than it is a lack of doctrinal teaching in our churches, regardless of style.
Aaron