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Rebranding Flashcards

0
Q

Define regenerating

A

Positively transforming the economy of a place that has experienced symptoms of decline

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1
Q

Define rebranding

A

Developing a place to reposition its image and change people’s ideas of it, helping to ‘sell’ the place to a target audience

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2
Q

Define re-imaging

A

Positively changing the standing a reputation of a place through specific improvements

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3
Q

What are the three focuses of any rebranding exercise?

A

Environmental - to improve derelict infrastructure and the quality of the environment

Social - to overcome a spiral of decline and deprivation and the cycle of poverty

Economic - to improve job opportunities and bring income into the area

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4
Q

What does CBD stand for?

A

Central business district

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5
Q

What factors influence CBD decline?

A

Planning policies can provide development out of town e.g. The metro centre

Companies find peripheral locations cheaper

Cost of upkeep of CBDs is high

Congestion reduces accessibility of many CBDs

City centres are often perceived as dirty and unsafe

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6
Q

The reconstruction of Birmingham’s image in the 1990s was caught between two factors, what were these?

A

The historical importance of the car industry to the identity of the region

A series of negative associations that had become linked to
that industry

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7
Q

Summarise Birmingham’s rebranding

A

1993 - initial development of Brindley place - now home to the sea life centre, ikon gallery and royal bank of Scotland

2002 - millennium point opened

2003 - bullring development opened creating over 8000 new jobs - over 35 million visitors in opening year

2005 - completion of £40m redevelopment of Matthew Boulton college, teaching over 500 course to 7000 students

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8
Q

What problems do coalfield communities experience?

A

Between 1984 and 1997 170,000 coal mining jobs were lost in England

Areas characterised by high levels of dereliction and ground contamination

Not a strong tradition of business set ups and self employment

Lack of education and training

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9
Q

What challenges do the countryside face?

A

Lack of transport infrastructure

Disappearance of rural services

Changing rural economy - less guaranteed jobs

Pockets of local depopulation - particularly as a result of young people leaving to find better opportunities

Agricultural change

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10
Q

What are some of the reasons for the decline of coastal areas?

A

Foreign holidays

Improvements in air transport

Development of ‘package holidays’

Changing expectations

Changing holiday patterns

Increase in car ownership

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11
Q

What problems are faced at the seaside?

A

Most coastal settlements are dependant on a seasonal, resort economy, which is shrinking

Many coastal areas have experienced a decline in their traditional fishing industries

Location often means they can only be accessed from one direction and they tend to be remote and hard to get to

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12
Q

What are the impacts of package holidays on Birmingham?

A

Less than two decades ago Blackpool dew more than 17million visitors a year, now it struggles to draw more than 10million

Fewer tourists mean fewer jobs - unemployment now stands at 7%

Wages have fallen - in 2002 the average blackpudlian was paid 17% less than the average Brit, by 2006 the gap was 23%

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13
Q

Population growth is one way of measuring success in urban rebranding. How is it measured and is it always a sign of success?

A

Numbers from census data

Generally growth is a good thing but sometimes cities grow just because in-migration from rural areas is rapid

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14
Q

More and better jobs is one way of measuring success in urban rebranding. How is it measured and is it always a sign of success?

A

Data on employment categories

Rising employment is key - multiplier effect

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15
Q

Education level is one way of measuring success in urban rebranding. How is it measured and is it always a sign of success?

A

School scores using league tables in UK

There is a strong correlation between successful cities and high levels of educational attainment

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16
Q

Rising income is one way of measuring success in urban rebranding. How is it measured and is it always a sign of success?

A

Per capita income figure at a local level

Yes but beware of an average when looking at data - if the gap between rich and poor is widening an average might disguise this

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17
Q

Improving retail figures is one way of measuring success in urban rebranding. How is it measured and is it always a sign of success?

A

Shop occupancy rates and retail turnover figures

Declining CBDs lose their retail functions and thus negative multiplier effects

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18
Q

Improving property values is one way of measuring success in urban rebranding. How is it measured and is it always a sign of success?

A

Comparative studies - use sites such as www.upmystreet.com

Property values will rise when demand for proper rises - linked to population growth

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19
Q

Population health is one way of measuring success in urban rebranding. How is it measured and is it always a sign of success?

A

Health data can be derived from the multiple deprivation database on www.communities.gov.uk

Poorer societies are usually less healthy. Higher rates of alcoholism, smoking and drug related illnesses are frequently found in failing cities

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20
Q

Crime rate is one way of measuring success in urban rebranding. How is it measured and is it always a sign of success?

A

Look at newspaper reports of changes in both the frequency and pattern of crime in an urban area

Quite a strong correlation between crime rates and poverty but this does not work across national boundaries

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21
Q

Culture and sporting environment is one way of measuring success in urban rebranding. How is it measured and is it always a sign of success?

A

Study league tables and concert venues

The venues of top cultural acts often signifies success.
Declining cities often struggle to have sports teams competing at top level

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22
Q

Attractive/successful neighbourhoods is one way of measuring success in urban rebranding. How is it measured and is it always a sign of success?

A

Photographic evidence and archive material

Sometimes it is easier to judge success in cities just by looking/photographing them

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23
Q

Who are stakeholders?

A

Individuals, groups or organisations that have an interest in a particular project. They may be involved finically or emotionally because the development is in their neighbourhood

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24
Who are players?
Usually someone, or a group, involved in the day-to-day planning, operation and management
25
Players, stakeholders and policy makers have adopted 3 main strategies to tackle rebranding projects. What are these?
Top down approach Bottom up approach The partnership approach
26
What happens in a top down approach?
Rebranding decisions are made by authorities or agencies and imposed on particular people or places
27
What are the pros of a top down approach?
Happens quickly Funding is there Strategic
28
What are the cons of a top down approach?
Might go against will of local people Ignores local knowledge which could lead to mistakes
29
What happens in a bottom up approach?
This is based on listening to local opinion and devising local solutions rather than producing an overarching plan
30
What are the pros of a bottom up approach?
Fair - meets locals needs People feel involved and empowered
31
What are the cons of a bottom up approach?
Sometime ineffective Hard to get funding
32
What happens in a partnership approach?
This approach aims to combine the best features of the top down and bottom up approach. Partnerships are made up of representatives from the state, private and voluntary sectors so that a range of voices are heard
33
What are the pros of a partnership approach?
Combines advantages of top down and bottom up approaches
34
What are the cons of a partnership approach?
Sometimes an imbalance in power Decision making process is long winded
35
Give an example of a rural partnership approach
The European Union leader programme; Leader was started in 1991 with the aim of regenerating local communities in the poorest areas of Europe Groups in these communities can apply for funding according to a specific set of criteria
36
Give some features you would expect to find in a sustainable urban area
Employment close to communities Preservation of heritage and culture Innovative design minimising waste energy and resources
37
Give some features you would expect to find in a sustainable rural area
Limited use of artificial chemicals Local foods and produce Use of technology to support agriculture
38
What is heritage tourism?
Visiting places because of their interesting history
39
What are some reasons for the growth of heritage tourism in the UK?
Local authorities saw it as a way of improving the economy to counteract the effects of deindustrialisation More media coverage on historical topics
40
What are some problems associated with tourism?
Pollution Overcrowding Over use of facilities
41
What's happened in Bradford to aid regeneration?
After the decline of the UK's woollen industry, Bradford struggled to replace its closing factories. However in the last 20 years the traditional woollen industry has become the focus of a local heritage industry
42
What are some of Bradford's heritage attractions?
Industrial museum - recreating life in Bradford in the late 19th century The Alhambra theatre - one of Britain's best preserved Edwardian theatres Saltaire model Victorian industrial village The village of Haworth - home of the Brontë sisters keighley and Worth valley historic steam railway
43
Along with the changing emphasis on leisure, what has developed?
The development of the '24 hour city'
44
What is a '24 hour city' characterised by?
Expensive inner city apartments Innovative restaurants Late night book shops Lively club scene
45
What is the purpose of a service and attraction survey?
Primary Quantitative Find out predominant function of town Are people using the new services?
46
What were the results and conclusions of our service and attraction survey in Morpeth?
50% for shopping 50% also said they'd be having refreshments Conclusion - Suggests shopping is an important central theme - successful because people are using the facilities
47
What is the purpose of a sphere of influence survey?
Primary quantitative See how far people travel to get there See geographical influence over the area
48
What were the results and conclusion of our sphere of influence survey in Morpeth?
Majority 0-5 miles 60% within 10 miles Over 90% within 20 miles Conclusion - Suggests rebranding successful because serving needs of local population
49
What is the purpose of a clone town survey?
Primary quantitative Has rebranding resulted in a clone town?
50
What were the results and conclusions of our clone town survey in Morpeth?
Score - 37 - home town on edge of being a clone town Conclusion - Success because managed to rebrand and get new shops/facilities but keep identity
51
What is the purpose of a brand image survey?
Primary quantitative Find out predominant brand image of town - see if it correlates with recent rebranding
52
What were the results and conclusions of our brand image survey in Morpeth?
One third say historic 18% say shopping Conclusion - Retained brand image while getting new shops - successful for somewhere like Morpeth which is known for being historic
53
What is the purpose of an environmental quality survey?
Primary quantitative Look at environmental quality - see if there is any evidence that rebranding has happened/needs to happen
54
What were the results and conclusions of our environmental quality survey in Morpeth?
Of 12 locations assessed it had a score of 4.2 on a scale of 0-5 (5 being highest) Conclusion - Success because new buildings and shops with the aim of attracting more people but still good environmental quality
55
What is the purpose of census data?
Secondary quantitative See demographics of Morpeth Gives snapshot of whole area
56
What were the results and conclusions of our census data in Morpeth?
Above 50% employed in top professions (public administration, education, health) - double the national average Conclusion - Affluent - disposable income to spend in shops - shapes the type of shops there - success because fits people using them However over reliance on public sector could make them vulnerable in recession
57
What is the purpose of newspaper articles?
Secondary qualitative E.g. Morpeth Herald Has rebranding been in news/media? Look at current issues/ public opinion
58
What were the results and conclusions of our newspaper articles in Morpeth?
Rebranding in paper - mixed opinion In general, town hope it will bring jobs and money but some think it is making the town to commercialised Conclusion - Mixed views on success depending on opinion
59
What is the method of our service and attraction survey?
I will carry out a survey to assess the reasons why people come to M/NQ Will ask 50 people what the purpose of their visit is to M/NQ
60
What were the results and conclusions of our service and attraction survey on newcastle quayside?
28% going to Sage/Baltic 19% for cafes/restaurants Conclusion - Sage/Baltic main features of rebranding so suggests successful because attracting visitors
61
What is the presentation for a service and attraction survey?
Pictogram
62
What is the method of our sphere of influence survey?
Ask 20 people how far they travelled to get there Larger distance the larger the sphere of influence
63
What were the results and conclusions of our sphere of influence survey on newcastle quayside?
58% residents of newcastle 34% 5-25 miles Only 2% from over 50 miles Conclusion - suggests not unsuccessful because serving needs of local population but would expect it to attract more people from further away
64
What is the presentation of our sphere of influence survey?
Sphere of influence map
65
What is the method of our brand image survey?
Ask 50 people in M/NQ what their image of the town is Will do this by asking them an image survey with a range of options on
66
What were the results and conclusions of our brand image survey on newcastle quayside?
55% said culture 45% said nightlife Conclusion - successful because sage and Baltic main components of rebranding and over half said culture
67
What is the presentation of our brand image survey?
Pie chart
68
What is the method of our clone town survey?
Count the type of stores in Morpeth's CBD Make note of wether they were chain or independent stores Calculate a score using NEF formula Lower score - more clone town
69
What is the presentation of our clown town survey?
Star on the NEF chart
70
What is the method of our environmental survey?
Look at different aspects of Ms/NQs environment, e.g. Litter, vandalism Rank each element from 0-5 (0 being bad, 5 good)
71
What were the results and conclusions of our environmental quality survey on newcastle quayside?
Out of all locations assessed it scored 4 Worst was litter which scored 3 Conclusion - good score which suggests successful rebranding because new buildings and more visitors but little negative impact on the environment
72
What is the presentation of our environmental survey?
GIS radar graph
73
What is the purpose of a pedestrian count?
See how many people visiting the area
74
What is the method of our pedestrian count?
Each group given a specific location on quayside Had to count how many people walked past in five minutes
75
What were the results and conclusions of our pedestrian count on newcastle quayside?
Overall 120 counted Most 31 - next to millennium Conclusion - most found near recently rebranded places - suggests successful because more people attracted there
76
What is the presentation of our pedestrian count?
Isolines
77
Evaluate the primary techniques used to investigate rebranding in Morpeth and newcastle quayside
+ informative, quick, clear and simple, easy, provides valid data - surveys were subjective and open to interpretation, was a Friday so people at work so not as busy, school day so young people not present - skewed demographics of research participants
78
What is the method to collect census data?
Look at census data This will involve looking at household composition, main employment sectors, income, crime offences
79
What were the results and conclusions of our service census data on newcastle quayside?
Most common sector administration, followed by hotels and restaurants Conclusion - one of main employment types hotels/restaurants - increased since rebranding - suggests rebranding successful because people using facilities so providing jobs
80
What is the presentation of our census data?
Pie chart
81
What is the method of collecting data from newspaper articles?
Read articles on area, particularly those linked to rebranding/regeneration directly ``` The chronicle (quayside) The Morpeth herald (Morpeth) ```
82
What were the results and conclusions of our newspaper articles on newcastle quayside?
Overall positive - crime rates have reduced and reputation improved Conclusion - conclusion - mixed views depending on opinion but overall successful
83
What is the purpose of Google maps?
To focus research to identify area to be studied
84
What is the method of collecting information from google maps?
Go on google maps to see if any obvious land use Get info on scale of rebranding zone
85
What were the results and conclusions of Google mapping on newcastle quayside?
Area of quayside been extended through rebranding to include areas such as the ouseburn Conclusion - more buildings etc suggests rebranding has taken place
86
What were the results and conclusions of Google mapping Morpeth?
High number of buildings newly added - e.g. Sanderson's arcade Conclusion - more buildings etc suggests rebranding has taken place
87
Evaluate the secondary techniques used to investigate rebranding
Newspapers - reliable because included a range of local's opinions but to improve could have read more articles Google maps - valid, reliable and accurate software, to improve could compare Google maps to old map before rebranding Census data - effective because had info from a variety of years so could be compared and included a variety of data so not subjective
88
What are the urban rebranding strategies?
Sport and leisure Culture Urban heritage Waterfront Flagship
88
Give an example of a city that has used sport as a catalyst to rebranding?
Manchester - 2002 commonwealth games - businesses benefited - generated projects such as sport city which has left a legacy of the games London - 2012 Olympics - job creation - Olympic village built new modern houses - massive worldwide media coverage
88
Give examples of how culture been used as a catalyst for rebranding in urban areas?
Quayside - Sage/Baltic Angle of the North Tate modern London - museum of art - estimated to bring £50 million to the surrounding borough
88
Give examples of how urban heritage been used as a catalyst for rebranding in urban areas?
Newcastle - castle keep Edinburgh - castle, dungeons Bradford - industrial museum, Alhambra theatre, saltire model industrial village, historic steam railway
89
Give examples of how waterfront development has been used as a catalyst for rebranding in urban areas?
Albert docks Liverpool - art gallery Tate Liverpool, merseyside maritime museum, Beatles story experience - wide range of hotels and shops have also been built
90
Give examples of how flagship development has been used as a catalyst for rebranding in urban areas?
Birmingham - bullring opened at a cost of £530 million creating over 8000 jobs, development of Brindley place costing £350 million which is now home to the sea life centre and the royal bank of Scotland
91
What are some rural rebranding strategies?
Rural recreation Farm diversification Rural Heritage
92
Give examples of how rural recreation has been used as a catalyst for rebranding in rural areas?
Kielder forest - walking, cycling, animal parks
93
Give examples of how farm diversification been used as a catalyst for rebranding in rural areas?
White House farm - shop, cafe, play area, feed the animals etc
94
Give examples of how rural heritage has been used as a catalyst for rebranding in rural areas?
Lake District - Beatrix potter museum, Wordsworth museum
95
How has Cornwall rebranded?
New airport Watergate bay - water sports University - CUC - trying to stop the brain drain Jamie Oliver's fifteen restaurant - trains young people in catering skills - thirty 16-24 year olds from disadvantaged backgrounds picked every year Eden project - 2 conservatories showing worlds major plant types - 600 permanent staff - 95% recruited locally
96
How has Blackpool rebranded?
Strictly come dancing 'Las Vegas of the North' Hen/stag party's
97
Give some examples of socially sustainable rebranding
Cornwall - Eden - more jobs/money/tourists - multiplier effect Cornwall - CUC and fifteen restaurant - stepping stone to employment
98
Give some examples of economically sustainable rebranding
Birmingham - big flagship development - wide range of jobs White House farm - multiple income streams Cornwall - Eden - 600 permanent staff - total expenditures from trips influenced by Eden in the region of £130million
99
Give some examples of environmentally sustainable rebranding
London Olympics - reused building material, energy efficient design, grey water harvesting Cornwall - Eden - promotes sustainability, built on environmental damage (clay pit) Northumberlandia - offsets environmental damage from adjacent open cast mine
100
What is the likely role and possible reasons of the local/national council as a player in rebranding?
Funding and planning permission To improve urban areas for social and economic benefit, increase income from taxes and try to gain votes
101
What is the likely role and possible reasons of urban regeneration companies as a player in rebranding?
Coordinating governments and private investment and deciding priorities for rebranding It is the job of these companies to support regeneration and rebranding
102
What is the likely role and possible reasons of private companies as a player in rebranding?
Moving into rebranded area Profit - taking advantage of likely increase in business
103
What is the likely role and possible reasons of the local tourist board as a player in rebranding?
Marketing and promotion Leads to increased tourist numbers and improved visitor experience
104
Give some examples of players in the London Olympics
Olympic delivery agency - for Newham council - for Local businesses - some for, some against (e.g. H. Forman) Local residents - some for, some against (e.g. Clays lane) Streets of growth - for

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