5b- rebranding creates a different place meaning through regeneration and reimaging Flashcards
what is rebranding
development aimed at changing negative perceptions of a place
why do places rebrand
to attract investment, change peoples perceptions of a place, attract more skilled workers
rebranding strategies (sport)
sporting events like the Olympics and world cup can be a catalyst to rebranding. E.G Bahrain wants to establish itself in the F1 list of races. E.G London 2012 olympics left a legacy for tourism
rebranding strategies (art)
art galleries and events. Galleries like the Guggenheim in Bilboa has been pivotal in rebranding this place.
Edinburgh fringe festival contributes to the economy and culturally to how people perceive the place.
rebranding strategies (heritage)
often revitalises a place E.G Wessex tourist board has based it’s rebranding on the rich heritage of the region- monuments like stone henge, saxon history, myths of king arthur.
Bath uses roman baths to influence how people see the place as well as Georgian architecture
rebranding strategies (retail)
Dubai has sought to raise its international profile through the shopping experience it offers. London is well known for the shopping you can do there- attracts tourism
rebranding strategies (architecture)
can be used to reinforce heritage or promote places as modern. E.G Covent Garden in London uses existing buildings
iconic buildings shape how people think of a place like Sydney opera house
rebranding strategies (food)
Ludlow has become known as the ‘food town’ and has several restaurants with international reputations for fine dining. As well as specialist food shops
events use food, culture and art like Glastonbury to change the image of the place
what are government funding’s role in rebranding (example)
Planning departments and development agencies can attract investments and effect on all scales. Investment provides infrastructure and is needed to initiate the rebranding process and stimulate PME
E.G LDDC invested £4 billion into canary warf and development of the docklands railway to connect it to the city
what are corporate bodies’ role in rebranding (example)
invest money into regeneration projects after gov has started rebranding process
responsible for creating specific social projects or economic opportunities in line with governments plan for regeneration of an area
E.G housing developments in bath riverside district
what are non profit organisations’ role in rebranding (example)
can be involved with rebranding on a smaller scale and tends to be social and environmental rather than large scale economic rebranding. Groups have to work with council to be effective at rebranding
E.G local groups were involved in the rebranding of the bear pit in Bristol like the incredible edibles who planted herbs and edible plants in the area
why do some groups contest efforts to rebrand a place (change in character of place)
gentrification brings lots of change as wealthier people move into the neighbourhood- changes types of services and housing available and so forces poor residents out
e.g stokes croft- tesco ect
why do some groups contest efforts to rebrand a place (favours one group over another)
some players benefit more from rebranding like with the Liverpool One shopping centre lots of locals thought it wouldn’t benefit them and was more for those living in areas outside of Liverpool than for them
why do some groups contest efforts to rebrand a place (difference in priorities)
development agencies will have different priorities than local residents like in Liverpool the urban regeneration body employed cheap foreign labour rather than local people as they thought it would help change the image of Liverpool but local people felt like they were being ignored in the rebranding process
