5.b rebranding of places

Question 1

What is a places brand?

Answer 1

is the popular image that place has acquired and by which it is generally recognised.
Place image includes objective aspects (such as location), but also subjective (such as safety,atmosphere and level of economic activity)

Question 2

define re branding

Answer 2

Developments aimed at changing negative perceptions of a place making it more attractive to investment.(tourists and businesses)

• An active decision

Question 3

Define regeneration

Answer 3

The investment of capital and ideas into an area to revitalize and renew its socio-economic and environmental conditions.

Question 4

Define re-imaging

Answer 4

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

• A place becoming well known for a particular thing e.g in Birmingham expansion in NEC to be seen as a place of big music acts/ MNCs have conferences there

Question 5

what are the three aspects of re-branding?

Answer 5

• brand artefact
• brand essence
• branscape

Question 6

what is brand artefact?

Answer 6

The ubran environment
* create new environment
* reuse the existing environment
* remove the old environment

Question 7

what is brand essence ?

Answer 7

People’s experience of the brand
* living in the city
* working in the city
* living in the city

Question 8

What does branscape mean?

Answer 8

how the place positions itself in comparison to other competitor places

Question 9

What are the 5 strategies for rebranding?

Answer 9

• market-led
• top down
• legacy
• events or themes
• flagship development

Question 10

Define market- led

Answer 10

Involves** private investors** aiming to make a profit. Typically includes property developers, builders and business owners, for example those running restaurants, wine bars or retailing.

Question 11

Define top-down

Answer 11

Involves large-scale organizations such as local authorities, especially their planning departments, development agencies and private investors such as insurance and pension fund managers.

• Several former dockland areas such as Salford Quays, Manchester are examples.

Question 12

what does events or themes mean?

Answer 12

Major festivals such as those associated with the European Capital of Culture, Liverpool (2008). This serves as a catalyst for the cultural development and the transformation of the city.

• Consequently, the beneficial socio-economic development and impact for the chosen city are now also considered determining the chosen cities.

Question 13

What is legacy?

Answer 13

Following international sporting events which brought investment and regeneration to a place.

• Examples include the Olympics in London (2012) and the Commonwealth Games in Manchester (2002).

Question 14

what is a flagship development?

Answer 14

Large scale, one-off property projects with distinctive architecture. They act as a catalyst to attract further investment and regeneration. The Millennium Stadium in Cardiff is an example.

Question 15

What is gentrification?

Answer 15

The conversion of previously working class, inner-city districts into areas of middle class residence. Occurs organically by people & businesses.

• E.g nottinghall was a caribbean caribbean family though became a population location for white middle class to move to → bought these houses ^ prices pushing caribbean community out

Question 16

Architecure involvement in rebranding process

Answer 16

Can be used to reinforce a particular heritage look or to promote the place as modern and forward looking.

E.g Covent garden area in central london reuse of existing buildings

Architecture is not just the physical design it can alter how people use the place and consequently change its image and perception.

Question 17

Heritage use role in rebranding

Answer 17

Is able to revitalize a place.

E.g The wessex tourist board has based much of its rebranding on this rural region on the rich heritage of the region → ancient monuments such as avebury and stone henge

Play a large role in bringing social identity and maintaining this cultural image which can affect perception of place positively and negatively

Question 18

Retail role in re-branding process

Answer 18

he growth in the importance of consumer spending and this common emphasis on ‘a shopping experience’ re-branding can be aided by retail developments.

E.g The flagship (large scale) Selfridges store opened becoming icon of rebranding in birmingham, causes for further developments such as the bull ring

Question 19

Art involvement in the rebranding process

Answer 19

Through art galleries and events can contribute to economically and culturally to the image of the place.

E.G Tate gallery in St Ives have been pivotal in rebranding of cornwall
Art events such as glastonbury contribute significantly to the image of a place.

Question 20

Sport involvement in the rebranding process

Answer 20

Major international events such as the olympics or world cups can be a trigger or catalyst for this regeneration and rebranding.

E.g Bahrain has been eager to hold F1 as part of the rebranding of the place as a major global hub

Question 21

food involvement in place rebranding

Answer 21

Some places have developed a reputation of high quality food to aid rebranding

E.g Ludlow market town in shropshire is known as the ‘food town’ as has several restaurants with international appeal as fine dining