5.B - rebranding strategies Flashcards
1
Q
what is rebranding?
A
development aimed at changing negative perceptions of a place, making it more attractive to investment
2
Q
what is reimaging?
A
developments associated with rebranding usually involving cultural, artistic or sporting elements.
3
Q
what is a place’s brand?
A
- a place’s brand is the popular image that place has aquired and by which it is generally recognised
- objective (location)
- subjective (safety etc)
4
Q
why might places need to rebrand?
A
- 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 their current brand is failing to attract sufficient investment
5
Q
how are placemaking and rebranding different?
A
- placemaking = physical aspects like making it look more presentable
- rebranding = changing PERCEPTIONS of place (advertising etc)
6
Q
what 3 key terms does rebranding involve?
A
- brand artefact (the physical environment)
- brand essence (people’s experiences of the place)
- brandscape (reputation of a place)
7
Q
what is the brand artefact?
A
the physical environment
8
Q
what is the brand essence?
A
people’s experiences of the place
9
Q
what is the brandscape?
A
The reputation of a place
10
Q
how can SPORT be used to rebrand places?
A
- major international sporting events, such as the Olympic Games, a world cup or 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
11
Q
how can ART be used to rebrand places?
A
- 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)
12
Q
how can HERITAGE be used to rebrand places?
A
- nearly always plays a role and can revitalise a place
- the Wessex tourist board has based 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)
13
Q
how can RETAIL be used to rebrand places?
A
- 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
14
Q
what is a flagship development?
A
- 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
15
Q
how can ARCHITECTURE be used to rebrand places?
A
- 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 central London 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
16
Q
how can FOOD be used to rebrand places?
A
- 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/ international 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.
17
Q
what is a market-led (topdown) strategy?
A
- 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
18
Q
what is gentrification?
A
- the upgrading of inner city areas due to immigration and investment of higher income groups
19
Q
what are top down strategies?
A
- involves large-scale organisations such as local authorities, especially their planning departments, development agencies and private investors
- e.g. London Docklands
20
Q
how are governments involved in rebranding?
A
- 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
21
Q
how are corporations involved in rebranding?
A
- 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
22
Q
how are NGOs involved in rebranding?
A
- 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 involved in the rebranding of the Bear pit
23
Q
rebranding can be a contested process:
CHANGING THE CHARACTER OF A PLACE
A
- 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
24
Q
rebranding can be a contested process:
FAVOURING ONE GROUP OVER ANOTHER
A
- some 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
25
Q
rebranding can be a contested process:
DIFFERENCE IN PRIORITIES
A
- 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
26
Q
why has rebranding been a contested process in east harlem?
A
- 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
