How can places be rebranded and re - imaged?

Question 1

History of Glasgow

Answer 1

.One of the first UK cities to exceed a population of 1 million

. This was due to booming ship building industry and tobacco trade

. Deindustrialisation led to high unemployment and crime led to negative perception

Question 2

How was Glasgow rebranded?

Answer 2

. The slogan ‘Glasgow’s Miles Better’

Question 3

What happened after Rebranding in Glasgow?

Answer 3

. Rebranding was so successful that Glasgow became the European City of Culture in 1990

. However, despite a more desirable place to live there are still high levels of deprivation

. Eventually a new campaign was needed

’ People make Glasgow’ was the result of a crowdsourcing social media campaign involving people from over 42 countries

Question 4

Define Deprivation

Answer 4

the damaging lack of material benefits considered to be basic necessities in a society.

Question 5

Why must rebranding include an INSIDER perspective?

Answer 5

. Rebranding MUST include an INSIDER perspective in order to be successful

. This is as only insiders understand the MEANING of their place.

. Without such understanding it would be difficult to rebrand and regenerate a place

Question 6

Problems with Rebranding

Answer 6

. Rebranding has to satisfy the demands of MANY stakeholders. This might be hard to do, due to the large quantity of people.

e.g. local residents, businesses, governments, investors etc.

. Additionally, rebranding of a place may drive up house prices.

Local residents may fight against rebranding

Question 7

Define Re - imaging

Answer 7

Refers to discarding negative images of a place and generating a new positive set of ideas and feeling about a place

Question 8

Example of Re - Image Liverpool

Answer 8

Deindustrialisation and the Toxteth riots gave Liverpool a negative image in the media

Liverpool had to be reimaged to create a positive perception and attract investment for regeneration

The Tate Liverpool art gallery was house Re - imaging took place in Liverpool

. The successful re -imaging of Liverpool has seen its image rebuilt around modern art and music as opposed to riots and industrial decline

Question 9

Define Corporate Body

Answer 9

. An organisation or groups of people identified by a particular name such as businesses, NGOs and government agencies

Question 10

Purpose of Corporate Body

Answer 10

. Corporate Bodies seek to manipulate the perception of place such as tourist bodies selling a place to potential visitors

Question 11

Why may local community groups be involved in rebranding strategies?

Answer 11

They have an insider experience and will be most affected by changes

Question 12

Amsterdam’s reputation as a major international cultural centre had been threatened due to:

Answer 12

. failed bid to host Olympic games

. Cities reputation of drugs and prostitution

. Unemployment and deprivation

Question 13

Rebranding for Amsterdam

Answer 13

’ I Amsterdam’ slogan used. It was clear, short and memorable

. The large letters were placed in front of the city’s famous museum and now the most photographed location in Netherlands

Question 14

Example of Regeneration for Amsterdam

Answer 14

Use of smart phones and social media spread spread the images all over the world, attracting more tourists

. This helped provide a sustainable community (regeneration) as it meant that social deprivation and crime rates were lowered due to more spending by the government after the arrivals of tourists

. Successful rebranding led to regeneration for Amsterdam and it is now one of the top 5 cities to visit