4.9 Rebranding Flashcards
What is rebranding
The process of developing a place to change or improve its image through regeneration and re-imaging
What is re-imaging
Improving the reputation of a place to outsiders by marketing it a more attractive
What media is used to re-image a place
- TV / radio
- magazines
- social media
- national awards eg City of Culture award
Why did Liverpool need to be rebranded
- was the leader of pop-culture in the 1960s
- there was severe economic and social deprivation in the 1980s due to deindustrialisation / closure of docklands
- 20,000 jobs lost
- 2,000 businesses closed
- population halved
How was Liverpool rebranded
Retail led
- LiverpoolONE shopping enter with over 170 shops
- has generated over £4billion GVA since 2008
Industrial focus
- Albert docks made into tourist attraction
- 4 million visitors a year
- awarded UNESCO World Heritage Site status
What is farm diversification and name an example
Running multiple businesses on their and / partnering with other specialised businesses
Eg brewery, restaurant, farm shop on Jeremy Clarkson’s farm
What is a post production countryside
A rural area that’s main income is no longer made in primary sector employment
Why did the Brontë country need rebranding
- north of Peak District so inaccessible
- impacted by deindustrialisation
How was the Brontë country rebranded
- £2 million invested
- lead by Brontë Country Partnership
- Fairtrade Way links town to natural areas
- specialised products on the Brontë sisters
- eg bookshop ‘Wave of nostalgia’ themed on feminism
- eg outdoor pursuits such as Brontë Waterfall and Bridge based on Wuthering Heights
- signs in Japanese as that is the main tourist group
How has Brontë country rebranding impacted the area
- farms diversified
- rural areas diversify into wedding venues, B&Bs, glamming etc
How was Kielder Forest rebranded
- largest man-made lake in Europe
- home to endangered species eg offspreys and red squirrels
- ‘dark sky park’ attracts Astro-tourism
- events eg KielderFest bring niche tourist groups to the area (cycling)
