5.b

Question 1

what is rebranding?

Answer 1

development aimed at changing negative perceptions of a place, making it more attractive to investment

Question 2

what is reimaging?

Answer 2

developments associated with rebranding usually involving cultural, artistic or sporting elements.

Question 3

what is a place’s brand?

Answer 3

a place’s brand is the popular image that place has aquired and by which it is generally recognised
objective (location)
subjective (safety etc)

Question 4

why might places need to rebrand?

Answer 4

if a place has aquired a negative brand then rebranding can be attempted
in today’s increasingly globalised world, places are competing not just regionally, but nationally and internationally for investment
places seek to rebrand because ther current brand is failing to attract sufficient investment

Question 5

how are placemaking and rebranding different?

Answer 5

placemaking = physical aspects like making it look more presentable
rebranding = changing PERCEPTIONS of place (advertising etc)

Question 6

what 3 key terms does rebranding involve?

Answer 6

brand artefact (the physical environment)
brand essence (people’s experiences of the place)
brandscape (reputation of a place)

Question 7

what is the brand artefact?

Answer 7

the physical environment

Question 8

what is the brand essence?

Answer 8

people’s experiences of the place

Question 9

what is the brandscape?

Answer 9

reputation of a place

Question 10

how can ART be used to rebrand places?

Answer 10

both through art galleries and events
galleries such as the Guggenheim Museum in Bilbao and the tate gallery in St Ives have been pivotal in the rebranding of these places
art events such as the edinburgh and glastonbury festivals contribute economically and culturally to the image of where they are based
Banksy - Stokes croft rebranded around that graffiti (bottom up)

Question 10

how can SPORT be used to rebrand places?

Answer 10

major international sporting events, such as the Olympic Games, a world cup of F1 Grand Prix, can be the catalyst that helps kick start rebranding
focuses on the LEGACY of the event
Bahrain has been very keen to establish itself on the F1 list of races as part of the rebranding of the place as a major hub at the global scale
sometimes it doesn’t work e.g. Rio Olympics
Bath Rugby central to the brand of Bath

Question 11

how can ARCHITECTURE be used to rebrand places?

Answer 11

nearly always plays a role and can be used to reinforce a particular heritage look or promote the place as modern/forward looking
examples include the covent garden area in cnetral longfon for the reuse of existing buildings
or the Pompidou Centre in Paris for the tranformative effect of radical design
architecture is not just about the look of a place, it can also alter how people use a place and thus change its image
O2, Sydney Opera House

Question 11

how can HERITAGE be used to rebrand places?

Answer 11

nearly always plays a role and can revitalise a place
the Wessez tourist board has bsaed much of its rebranding of this rural region on the rich heritage of the region
e.g. ancient monuments such as Avebury and Stonehenge
the areas that need rebranding in the UK often link to their industrial past
e.g. SS GB, Titanic museum belfast, Stratford-Upon-Avon (shakespeare)

Question 11

how can RETAIL be used to rebrand places?

Answer 11

Time space compression has changed retail rebranding. more independent shops due to a decline in highstreet
with the growth in importance of consumer spending and the increased emphasis given to the “shopping experience”, rebranding can be aided by retail developers
the flagship Selfridges store opened in 2003 has become an icon of the rebranding of central birmingham
further developments have followed in the area such as the rebuilding of New Street Station
Dubai has sought to raise its international profile through the shopping experience it offers

Question 12

what is a flagship development?

Answer 12

large scale, one off property projects with distinctive architecture
they act as a catalyst to attract further investment and regeneration
e.g. Millenium Stadium Cardiff

Question 13

how can FOOD be used to rebrand places?

Answer 13

some places have developed a reputation of high quality food to help their rebranding
Ludlow, a small market town in Shropshire, has become known as the “food town”
it has several restaurants w/ internationa; reputations for fine dining, many specialist food shops and food festivals
Wapping Wharf
small, independent (expensive) food used. can be quite exclusive and will rule out certain areas of society.

Question 14

what is a market-led (bottom up) strategy?

Answer 14

private investors looking to make a profit
typically includes private property developers, builders and business owners, for example those running restaurants, wine bars/retailing
gentrification is typical of this strategy

Question 15

what is gentrification?

Answer 15

the upgrading of inner city areas due to immigration and investment of higher income groups

Question 16

what are top down strategies?

Answer 16

involves large-scale organisations such as local authorities, especially their planning departments, development agencies and private investors
e.g. London Docklands

Question 17

how are governments involved in rebranding?

Answer 17

governments are needed to initiate the rebranding process and provide the funds to stimulate large scale projects
invest money to initially clean up an area and/or provide the infrastructure
the hope is to stimulate the multiplier effect by going on to encourage private investment
e.g. LDDC invested £4 bill to prepare Canary Wharf

Question 18

how are corporations involved in rebranding?

Answer 18

invest their money in regeneration projects
make their investments after the govts have begun the rebranding process
responsible for creating specific social projects/economic opportunities in line with the govts plans for the regeneration of the area

Question 18

how are NGOs involved in rebranding?

Answer 18

such as national trust, resident groups or community groups can influence rebranding on a smaller scale
more involved in social and environmental projects, meeting the needs of the communities they serve
e.g Local groups involed in the rebranding of the Bear pit

Question 19

rebranding can be a contested process:
FAVOURING ONE GROUP OVER ANOTHER

Answer 19

ome players/stakeholders benefit more than others from rebranding.
when liverpool one (a large shopping centre in inner liverpool) was developed, many local residents felt that regeneration would be of little benefit to them
the rebranding was felt to be more suitable for entrepreneurs and those living in the suburbs/outside liverpool

Question 19

rebranding can be a contested process:
CHANGING THE CHARACTER OF A PLACE

Answer 19

gentrification brings about socio-economic change as wealthier people move into a neighbourhood
their relatively large disposable income lead to changes in the types of local services available
newsagents, corner shops and hardware shops can be displaced by restaurants, wine bars and specialist shops such as boutique clothes and shoe shops
rising property prices invariably accompany gentrification, forcing poorer residents, who cannot afford the increased rents and prices of goods and services, to move out

Question 20

ebranding can be a contested process:
DIFFERENCE IN PRIORITIES

Answer 20

development agencies may have different priorities from local residents
liverpool vision, the urban regeneration body working in inner liverpool, employed cheaper foreign labour rather than local people
it wanted to attract organisations and individuals from outside the local area, believing in this way it would help change Liverpool’s negative image
however, establised residents and existing owners of shops, offices and leisure facilities felt they were being ignored in the rebranding process

Question 21

why has rebranding been a contested process in east harlem?

Answer 21

demography and culture changes
landlords may benefit by selling but tenants won’t
BUT appears to be a positive outcome due to the many social issues