QUESTIONS OF LABELING (excerpt from wiki)
Some who reject the label Baptist prefer to be labeled as Christians who attend Baptist churches. Also, a recent trend (most common among megachurches and those embracing the "seeker movement") is to eliminate "Baptist" from the church name, as it is perceived to be a "barrier" to reaching persons who have negative views of Baptists, whether they be of a different church background or none

The label denomination is rejected by some because of the local autonomous governance system used by Baptist churches. Being a denomination is viewed by them as having a hierarchy that substitutes for the Roman Catholic Church. Another reason for the rejection of the label is the influence of the Restoration period on Baptist churches, which emphasized a tearing down of denominational barriers.