CSMP: 5.b Rebranding Flashcards
1
Q
3 key elements
A
- brand artefact
- brand essence
- brandscape
2
Q
Brand artefact
A
- physical environment
3
Q
Brand essence
A
- peoples experience of the brand
4
Q
Brandscape
A
- comparison with competitor cities
5
Q
Strategies to rebrand
A
– market led
- top-down
- flagship development
- legacy
- events or themes
6
Q
Market - led
A
- involves private investors aiming to make a profit
7
Q
Top -down
A
- involves large scale organisations such as local authorities
8
Q
Flagship development
A
- large scale, one off property project
- distinctive architecture
9
Q
Legacy
A
- following international sporting events which brought investment and regeneration
- London 2012
10
Q
Elements of rebranding
A
- art
- sport
- retail
- food
- heritage use
- architecture
11
Q
Art
A
- through art galleries and events
- provide economically and culturally to the image of a place
12
Q
Sport
A
- can be the catalyst that helps rebranding
- e.g F1 race or Olympics
13
Q
Retail
A
- with increased growth in the importance of consumer spending
- e.g Bull Ring in Birmingham
14
Q
Food
A
- some places have developed a reputation for high quality food
- e.g Ludlow
15
Q
Heritage use
A
- plays a role and can revitalise a place
- e.g Stonehenge, Saxon history
