Rebranding Flashcards
What is a place’s ‘brand’?
The popular image the place has acquired and by which it is generally recognised
Define rebranding:
Developments aimed at changing negative perceptions of a place, making it more attractive to investment
Define reimaging:
Developments associated with rebranding and usually involving cultural, artistic or sporting elements
What type of region suffer most from negative brand image + why?
Peripheral regions such as Merseyside because of deindustrialisation, slum housing and polluted environments
What are the 3 key elements of rebranding + define:
1) Brand artefact = the physical environment ie. creating a new environment, reusing existing environment or removing old environment
2) Brand essence = people’s experience of a place ie. living, working, visiting in thr city
3) Brandscape = how a place has positioned itself compared to other competitor places ie. local, regional, national, international
Describe the strategies for rebranding a place: (FLEMT)
1) MARKET-LED
2) TOP-DOWN
3) FLAGSHIP DEVELOPMENT
4) LEGACY
5) EVENTS
Describe the elements involved in the rebranding process: (RASHAF)
1) Architecture – used to reinforce a particular heritage look or promote the place as modern eg. Covent Garden used pre-existing buildings
2) Heritage use - eg. Wessex Tourist Board (somerset, Dorset and Wiltshire) has based its rebranding on the rich heritage of the area including ancient monuments ie. Stonehenge and Avebury, ancient history ie. the myths and legends of King Arthur and Glastonbury
3) Retail – rebranding can be aided by retail development as the importance of consumer spending and the ‘shopping experience’ has increased eg. the building of the iconic Selfridges in Birmingham in 2003 and the Bullring
4) Art – art galleries and art events eg. Glastonbury contributes economically and culturally
5) Sport – major international sporting events eg. Bahrian keen to get into F1 Grand Prix to become a major hub on a global scale
6) Food – some places have a reputation for high-quality food eg. Ludlow, Shropshire has several fine-dining restaurants, specialist food shops and food festivals, branding it ‘the food town’
Define a ‘player’ or ‘stakeholder’:
Individual or organisation with an interest and/or influence in actions, decisions, or operations
Name the various groups and people involved in rebranding:
1) Governments of various scales and their directly funded organisations eg. Tourist Boards
2) EU – European Regional Development Fund gives grants to assist projects to aid places falling below average income levels in EU eg. Infrastructure projects such as improvements to A55 along North Wales coast which helped to offset economic decline
3) Corporate bodies such as banks, insurance companies, and pension funds help to fund rebranding strategies and carry out physical developments
4) Not-for-profit organisations such as the National Trust are involved in rebranding, sometimes invoking change but also being affected by it
Describe the ways in which rebranding is a contested process:
- Gentrification – bring socio-economic change to a place as large disposable incomes changes the types of services BUT leads to increasing property prices, forcing residents out
- Favouring one group over another eg. development of Liverpool One (arge shopping area) was not beneficial to residents but instead to entrepreneurs and people living in suburbs
- Differing priorities – development agencies have different properties to residents eg. Liverpool Vision (urban regeneration body working in inner Liverpool) employed cheap foreign labour rather than local people leading to them feeling ignored
REBRANDING CASE STUDY: LONDON OLYMPICS 2012 Background:
- 1981 London Docklands Development Corporation was set up with £10bn of private investment, 25000 new homes, airport, 100000 new jobs
- Newham 41% of people under 24 (youth diversity), lots of brownfield sites contaminated with oil and heavy metals from abandoned docklands, high unemployment, average wage was 20k per year compared to 100k in Chelsea, high crime rate, low qualification levels
- London won the Olympic bid with plans to regenerate 500 ha of brownfield site, provide 12,000 jobs and 9,000 houses
REBRANDING CASE STUDY: LONDON OLYMPICS 2012 Positive impacts:
ECONOMIC
£9 billion of investment to East London
Westfield shopping centre created 8,000 new jobs
Olympic Village created nearly 3,000 new homes with 40% classified as ‘affordable’
ENVIRONMENTAL
4,000 trees 74,000 plants and 300,000 wetland plants
Cyanide, mercury, and unexploded bombs in soil all cleaned up
Electricity pylons put underground
Park created
River Lee regeneration, no longer flooding
Stratford is now second-most connected part of London – creation of Stratford International
Chobham Academy built to help with shortage of spaces
Olympic venues now used for music and sports events
Negative impacts:
450 Housing Association flats were torn down
Total bill was £8.77 bn of taxpayer’s money
Avg. house prices in East London increased by 64%
Emitted 3.3 million tons of CO2
Businesses had to move eg. Forman and Son
MARKET-LED
private investors trying to profit eg. property developers, business owners, builders. Includes Gentrification – process by which former low-income inner city housing districts in ACs are invaded by higher-income groups for refurbishment eg. Islington, London
TOP-DOWN
large scale organisations, such as local authorities (planning departments), development agencies, and private investors (pension and insurance fund managers) eg. former dockland areas eg Salford Quays, Manchester
