7 - rebranding process and players in rural places Flashcards
what is rebranding
marketing a place to give it a new identity in the consciousness of the public and business. may appeal to local, national and international markets
what is re-imaging
contributes to rebranding by countering negative images of places with booster imagery that promotes modernity, enterprise and post industrial functions, essentially a public relations exercise
emphasises the individuality of a place and things that make it different, can include a designer logo and slogan
what is regeneration
a long term process involving social, economic and physical actions, along with re-imaging it contributes to rebranding by reversing decline and creating sustainable communities
what is the purpose of regeneration and rebranding
designed to tackle inequalities in either urban/rural places making them more economically productive and/or socially acceptable
why could rebranding be needed in an area
- compete to attract inward investment and visitors
- to increase public/consumer awareness of changes that have/will improve social, economic and physical characteristics
- to emphasise the distinctiveness/attractiveness of a place
- to discard negative images associated with deindustrialisation
what is the relationship between regeneration and rebranding
re-branding can sometimes occur as an incidental outcome of regeneration (eg gentrification) or as a planned strategy where a desired new brand is defined, and regeneration works to support and fulfil the brand
what is the difference between rural and urban rebranding
they vary in their DYNAMISM (rate at which they change)
smaller places tend to change socially and economically slower than larger cities and villages close to cities will be affected by commuting meaning they may lose their attractiveness and value
socially, what is needed for rebranding
rebranding is often a PARTNERSHIP between public and private sectors and involves a range of stakeholders
how has Barcelona been successful in re-branding
- early 1990’s was a tired industrial port city
- since then transformed into a stylish, modern city with media, design, marketing and other service activities
- using Gaudi’s modernism architecture as a selling point, it has become an international tourism centre
what are economic problems in Cornwall
- Cornwall remains the poorest county in the UK with an average income of 28k in 2021(10k lower than average)
- Cornwalls economy is dominated by fishing and agriculture with tourism being the 3rd largest sector – tourism accounts for 15%of jobs and employs over 21000 people
what are socio-economic problems faced in Cornwall
DEPRIVATION
- has 20 neighbourhoods in the top 10% most deprived in England, including Newquay
DECLINE IN TRADITIONAL INDUSTRIES
- the town was once a fishing industry but now only 20 fishing trawlers in Newquay
LACK OF INVESTMENT AND LIMITED INFRASTRUCTURE
- one of only 7 mainland counties without a motorway
RISE IN SECOND HOMES = INCREASE IN HOUSE PRICES
- In Cornwall, homes became less affordable as wages dropped by 6% in 2021, house prices however rose by 16%. with average house price being 275,000 and salary being 25,597 house hunters need 10x more than their wages
OUTWARD MIGRATION OF YOUNG ADULTS IN SEARCH OF EMPLOYMENT OPPORTUNITIES
- in 2020, 17750 people emigrated from the county
what has been done to help rebrand Newquay
BOARDMASTERS FESTIVAL
- founded in 2005 as an expansion from a surf competition based on Fistral Beach and Watergate Bay
- SW prevailing wind and large fetch = consistent swell which attracts surfers from around the world
- in 2017, generated £45m of business revenue to north Cornish coast
- in 2022, camping tickets sold out in 8 minutes with 50,000 people camping at Watergate bay and 220,000 footfall
what consequences has some rural rebranding given
GLASTONBURY FESTIVAL in 2014 admits human waste leaked into nearby river killing protected trout due to steel sewage tank leaking
what is commodification
identifying the resources and attributes of a rural area that can be exploited economically.
what is valorisation
to increase the economic returns from existing activities, mainly farming. It also means the sustainable economic exploitation of a previously under-used local resource, such as landscape, traditional skills or heritage
so that it generates wealth and
employment in the area.
