County dubbed 'North Londonshire'
Campaigners have set up a Facebook group in a bid to stop their county being rebranded.
Northamptonshire is to be dubbed "North Londonshire" as part of a drive to encourage people to move there.
The rebrand is the brainchild of urban regeneration company the North Northants Development Company (NNDC).
But people who live in the county have vowed to fight the £1.3 million advertising drive - branding it a waste of money.
Angry campaigners have set up a Facebook group called "Northamptonshire is NOT North Londonshire!"
The group was only set up three days ago, but has already gathered more than 340 members. It encourages people to "sign up to show people that we don't want our money wasted on this stupid rebranding" and angry locals have already expressed their displeasure on the site.
Brian Harding wrote: "Can you imagine the projected cost of rebranding, renaming, everything on paper and on the internet? I want to live in Northamptonshire, as I do now. The persons responsible for this nonsense should be locked up for wasting public money!"
Mandy Lucas said people should not even have to consider the idea, branding it an "embarrassment", while Felix Mensah wrote: "How on earth has Northamptonshire become North Londonshire, for a start not a Tube station in sight despite the massive countywide expansion.
"Keep Northamptonshire, Northamptonshire, this is the time that Northamptonshire forms its own political party like other counties have done to protect the heritage and interests..."
The campaign is expected to include posters across the London Underground as well as radio advertisements in the capital. Its launch date has yet to be confirmed, but it is projected to cost £1.28 million over three years. Of this, £700,000 will come from the private sector and £580,000 from public sector funding, the North Northants Development Company confirmed.