5.b rebranding of places Flashcards
What is a places brand?
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)
define re branding
Developments aimed at changing negative perceptions of a place making it more attractive to investment.(tourists and businesses)
- An active decision
Define regeneration
The investment of capital and ideas into an area to revitalize and renew its socio-economic and environmental conditions.
Define re-imaging
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
what are the three aspects of re-branding?
- brand artefact
- brand essence
- branscape
what is brand artefact?
The ubran environment
* create new environment
* reuse the existing environment
* remove the old environment
what is brand essence ?
People’s experience of the brand
* living in the city
* working in the city
* living in the city
What does branscape mean?
how the place positions itself in comparison to other competitor places
What are the 5 strategies for rebranding?
- market-led
- top down
- legacy
- events or themes
- flagship development
Define market- led
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.
Define top-down
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.
what does events or themes mean?
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.
What is legacy?
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).
what is a flagship development?
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.
What is gentrification?
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
Architecure involvement in rebranding process
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.
Heritage use role in rebranding
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
Retail role in re-branding process
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
Art involvement in the rebranding process
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.
Sport involvement in the rebranding process
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
food involvement in place rebranding
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
