CSMP32 🏟 Rebranding III - Reimaging Flashcards
32.1 What is soft rebranding?
The ‘branding’ element is about reinventing places for economic reasons. It is a deliberate effort to market a place as desirable for inward investment and wealth creation. ‘Soft’ rebranding aims to do this through marketable events and channels, such as sport, art, and retail which will receive positive media coverage.
32.1 What evidence is there of Birmingham’s soft rebranding?
Started marketing the city as ‘Greater Birmingham’ (e.g. ‘The Greater Birmingham Chambers of Commerce’). By slightly altering the name, they can rebrand and make Birmingham seem like a new, greater place. Architecture: the Library of Birmingham juxtaposes the drab concrete architecture of the 1960s and 70s which framed Birmingham. Retail: largest John Lewis outside of London (part of the New Street Station development); use of a significant and trusted retail name to attract lots of people from different categories. Sport: successful bid to host the 2022 Commonwealth Games. In addition, the first part of a large-scale redevelopment of Edgbaston Cricket Stadium was completed in 2011, which now regularly hosts international matches and domestic finals.
32.2 What major sports teams play in Birmingham? Use the team badges above to help you.
Aston Villa Football Club, Birmingham City Football Club
32.2 What major sporting facilities are found in Birmingham?
Football: Villa Park and St Andrew’s Stadium; Cricket: Edgbaston Stadium; Athletics: Alexander Stadium; Other: University of Birmingham
32.2 What major sporting events are held in Birmingham?
International cricket matches and domestic cup finals at Edgbaston; The Ryder Cup has been hosted on multiple occasions at The Belfry (e.g. 2002); 2022 Commonwealth Games
32.2 Given that Birmingham is the UK’s second largest city, is it a major power nationally in terms of sport?
Birmingham has not been renowned as a major power nationally in terms of sport, although this has started to change with the rising prominence of cricket and athletics in the city. London has always been the UK’s sporting hub (as evidenced by the 2012 Olympics), recently followed by Manchester, which benefitted greatly from hosting the Commonwealth Games in 2002. Glasgow’s sporting facilities were also boosted in 2014, due to their hosting of the Commonwealth Games; this is what Birmingham are hoping to achieve through their successful bid for 2022.
32.3 What is the impact that the Commonwealth Games 2022 will have on Birmingham?
Birmingham will strengthen its reputation as the ‘City of Running’ through improving competition and training facilities at the stadium and increasing permanent seating capacity.
32.3 Why was Birmingham’s bid to host the Commonwealth Games 2022 successful?
Birmingham had a great range of venues, and the city’s youthful diversity and dynamic cultural scene won the bid. The city has previous experience in hosting international sporting events and an excellent reputation for delivering them.
32.3 What are the benefits beyond the sporting facilities for Birmingham 2022?
Birmingham City Council has announced plans for a £25million revamp of city centre public spaces that will transform the city ahead of the Games. The revamp includes updating major gateways to the city centre and enhancing key pedestrian routes.
32.4 To what extent is the role of sport crucial to the rebranding of Birmingham?
Birmingham 2022 is crucial for the rebranding of Birmingham because although Birmingham has made significant changes to the infrastructure it needs to rejuvenate its image as people in the UK think of Birmingham
