CP: Rebranding - Amsterdam

Question 1

What case study do you use for rebranding?

Answer 1

Amsterdam

Question 2

Why was Amsterdam’s reputation threatened?

Answer 2

• Greater competition from other cities.
• Social + economic decline in some areas
• Reputation for allowing soft drugs + prositution was seen as inappropriate by investors.
• Failed bid to host Olympics.

Question 3

How did Amsterdam overcome the threats against it’s reputation?

Answer 3

‘I Amsterdam’ slogan:

• Clear, short, powerful
• Large 3D sculpture put in front of famous museum - photographed by tourists + put on social media.
• Resulted in increased tourism + is now one of the top 5 European cities.

Question 4

What were the positives of Amsterdam’s rebranding scheme?

Answer 4

• Increased tourism

Question 5

What were the negatives of Amsterdam’s rebranding scheme?

Answer 5

• Resulted in ‘mass tourism’ - prioritised tourists over needs of local people
• Hasn’t hugely changed perception - red light district still exists + so do weed cafes