Rebranding Flashcards
Why did the EU stop subsidies to grow crops?
Farmers produced too much and money was wasted on storing it
Why were farmers originally given subsidies?
To grow crops for the EU
What to farmers now get subsidies for?
- planting hedge rows
- using green energy
- footpaths in their property
Describe a Top Down approach
- decision made and imposed by authorities
- locals communities can feel left out and refuse to engage
- ignores local knowledge
Describe a Bottom Up approach
- Come up with solutions with local people
- Local people involved in the project
- relies on volunteers
- don’t often make very big changes
Describe a Partnership approach
- Combination strategy
- Range of voice heard (state, private, voluntary)
- whatever private sector raises finders match it
- Large number of sectors makes decision making long
Why did the London Docklands need rebranding?
- 20,000 jobs lost
- 60% of the area was derelict (1981)
- 20% population decrease (1971-81)
- 17.8% unemployment (1981)
What was the strategy used for The London Docklands
- Compulsory purchase
- 728 hectares of derelict land reclaimed
- 160,000 trees replanted
- 140 hectares made into fields/parks
- Transport improved (made area more accessible)
- Employment and number of businesses doubled from 1981-96
- 19,800 new houses built
- 7,900 existing houses refurbished
- shopping centres redeveloped
- £100 mil spent on health, education, training and community programmes
Who were the key players for The London Docklands?
- Government
- Probate investment
- Public
How successful was The London Docklands rebrand?
- Major economic and environmental benefits
* Small social benefits (people who originally lived there lost out)
Why did Tideswell need rebranding?
- 20 shops closed in 25 years
- Locals shop at out if town supermarket
- spiral of decline
What was the strategy used for the Tidswell rebrand?
- Cookery school set up- cook the animals you catch (rural benefit)
- Sell villagers produce in supermarkets under one brand
- Annual food festival
- Volunteers cleared our cookery school (free labour)
Who were the key players in The Taste Tideswell rebrand?
- BBC (private investors)
- Public/community
- Tim Nickle (business consultant)
- Volunteers
- National lottery (funding)
Was Taste Tidswell a success?
- New shops opened due to the idea
- 2,000 people at festival
- Cookery school eventually closed down
Why did Eastwood need rebranding?
- Businesses lost from de-industrialisation
* Durban House (heritage centre) struggling with money
What strategy has been used for Eastwood?
- Durban House puts on summer schools, creative writing classes and lectures drawing on D.H Lawrence
- D.H Lawrence interactive trail
- Partnership strategy
Who were the key players for the Eastwood rebrand?
- Council
- University (gave £105,00)
- Council
- Public
Why did Cornwall need rebranding?
- Clay mine ran out of clay and had forgiven competition
* Economy falling
What was the strategy for Cornwall?
- Eden Project
- Sustainability
- Partnership
- Elderly and disabled friendly (focus groups)
- Education centre
- Pictures accompany text for illiterate and non-English speakers
- Handrails look good and have brail
Who were the key players for the Eden Project
- Tim Smit (idea)
- National Lottery (funding)
- Maintainers (Asda, Cornwall Council)
- Millennium Commission
Was the Eden Project a success?
- 750,000 visitors a year
- Tourist spent £600 mil in first there years
- 400 full time jobs made
- Businesses around the area benefited
- £90 mil a year
- Boost Cornish economy by £930 mil
Why did Slough need rebranding?
- Lots of deprecation
- People work in Slough but don’t live there (don’t spend any money)
- High level of poverty
What was the rebranding strategy for Slough?
- £950 mil investment
- Partnership
- Bus station developed (£7 mil)
- Learning Curve to open 2015
- Compulsory purchase orders
Why did Colombia need rebranding?
- Bad image (drugs, civil war, and crime)
- Medellin - biggest drug exporter in the world
- 20% unemployment
What rebranding strategy was used in Colombia?
- Social media
- Medellin added new transport links
- Giant escalators in favelas make commuting easier
- Exporting digital services (reliable nothing needs to be grown)
- reduce CO2
Who were the key players in the Colombia rebrand?
- Zemoga (agency behind media campaign)
- Government
- Serigo Fajardo and Anibal Govina (mayors of Medellin)
Was the Colombian rebrand a success?
- Economy increased and stabilised
- No longer the biggest drug exporter
- Decrease in crime
- Lower carbon emissions
- Investment in Bogita reached nearly £3 bil
Why did Curitiba need rebranding?
- Over populated (congestion, poverty)
- Flooding
- Slums around city
What strategy was used for Curitiba?
- Sustainable
- Integrated transport system
- Parks linked by rivers (reduces flooding)
- Bus systems easier, cheaper, reliable
- 1kg for every 5kg of recyclables
- Pedestrian city centre
- Sheep used to cut grass (cheaper)
- People living in slums trained to build their own villages
Who were the key players for Curitiba?
- Jaimie Lerner (mayor)
- Government
- Hitoshi Nakamura (regenerating parks)
Was the Curitiba rebrand a success?
- 70% recycling rate (highest in the world)
- 30% reduction in traffic
- 66% higher salaries than the rest of the country
- Most sustainable city in the world
- 2 million people use transport system (pays for itself)
- Value of land increased
