Rebranding Flashcards
Definition of Rebranding
The way or ways in which a place is re-developed and marketed so that it gains a new identity
3 examples of rebranding
Canary Wharf, Cabot Circus, Sprite can design
Why do places need to rebrand?
Economic change - the decline in primary and secondary industries and the growth of tertiary industries, particularly tourism
What is a post-industrial economy?
An economy which has passed the manufacturing stage and is mostly tertiary and quaternary sector based
What are knowledge industries?
Using expertise in design, process, IT and consultancy
What are footloose industries?
Decisions about where to locate are often made on preference, quality of environment and financial incentives
Can go anywhere!
What is a negative multiplier effect?
One negative thing leading to another
What is the need for rebranding, spiral of decline?
Important industry closing > secondary sector jobs lost > unemployment rises > saving instead of spending > tertiary businesses go into administration > tertiary sector jobs lost > decline of housing and environment
How many jobs did Bristol Harbourside lose in 1971-81?
23,000
Why were the jobs at Bristol Harbourside lost?
Ships couldn’t fit around the meander due to the size of them
Where were the docks relocated after the jobs were lost?
Avonmouth, royal portbury docks- 5 miles away where ships were less affected
Social reasons why Cornwall needed to rebrand
The cornish language had been no longer spoken
Migration to mines in Capetown and Australia (socioeconomic)
Locals couldn’t afford houses so had to move elsewhere (socioeconomic)
English people are buying second homes (socioeconomic)
Economic reasons why Cornwall needed to rebrand
Mines had shut down
Spanish fish in cornish seas
(Others on social)
Environmental reasons why Cornwall needed to rebrand
Agriculture was poor due to bad soil
Spanish fish in cornish seas
How many percent of China Clay jobs were lost in the last 30 years in Cornwall? Why?
75%, machinery
How many tin mines are still open in Cornwall?
1
How many people are employed in the tin and copper industry?
100
How many percentage decrease in fishing industry?
5%
How many percent above the national average is unemployment?
50%
How many areas in Cornwall are the most deprived?
5
How much more expensive are houses in Cornwall compared to the average house?
£6000
How many percentage below the national average are wages?
25%
Advantages of the periphery
Cheaper to live in
Lower traffic levels
Peaceful
Low levels of pollution
Disadvantages of the periphery
Poor transport/infrastructure
Inaccessible ^
Have to commute to work
Young people leave for jobs/university - brain drain
Businesses shut down due to locals leaving
Advantages of the core
Produces 75% of the UK’s goods and services
Has highest wages/levels of investment
Densest transport infrastructure
Disadvantages of the core
Extremely high prices for housing
High crime rates - potentially
High levels of pollution
What is post-production countryside?
How the countryside should be used if farming declines even more
What is the cycle of deprivation?
Older people move > no cash = low spending > reduces taxes > fewer businesses > young people leave > lack of high salaries
Why have primary industries declined?
EU decisions (reduced farming subsidies) and overseas competition
What year did the Eden Project open?
2001
How many children in schools have visited the Eden Project?
Over 500,000
How many visitors does the Eden Project have in total?
15 million
How many people took part in their big lunch in 2012?
8.5 million people
What do the structures in the Eden Project represent?
Different types of biomes
Why does the Eden Project have a grass roof?
To slow down the run off and prevent flooding
Social benefits of the Eden Project
Attracted 7,000 visitors to its opening in 2001
UK’s third most visited attraction
Generated jobs - 400 full time staff
Social costs of the Eden Project
Noise disruption while building
Farmers were not happy due to the foot-and-mouth crisis
Economic benefits of the Eden Project
Average spend is £150 per person
3 years - visitors spent £600m
£1.1 billion increase in economy
Economic costs of the Eden Project
Cost around £80m to build
Environmental benefits of the Eden Project
Birds/insects help control pests
Transformation of derelict land
Environmental costs of the Eden Project
Huge source of pollution - all customers arrive on road
Car park emits CO2 more than anywhere else
Why is the Eden Project a positive multiplier effect?
There is an increased demand for local farm produced meaning more income for farmers, increasing Cornwall’s economy
There are full time permanent jobs created meaning that the local wages increase
A tourist attraction meaning that people are most likely to stay over for a few days - making local businesses and B&B’s money - council receives more money, taxes rise for better investment in infrastructure
What does better investment in infrastructure lead to?
Businesses investing creating more jobs
Why did farm prices fall in Cornwall?
Supermarkets seeking lower prices - causing Cornwall’s farms to go into administration
What has happened to the price of tin as the pound has become stronger and what is the effect of this?
It is more expensive to buy externally meaning that there is less exporting due to companies avoiding purchasing outside of the country
What are the residents of Cornwall explained as?
“Asset-rish, cash poor” so they can’t afford to buy many things from the shop
What the five main Objective One projects which attempted to rebrand Cornwall?
- The extreme sports academy
- Jamie Oliver’s fifteen restaurant
- CUC (Combined Universities in Cornwall)
- Arts and Culture
- South West Studios
Who are the key players in Objective one funding?
Local councils (Cornwall and Isles of Scilly Council)
Development agencies
Central government
Environmental groups
Education interests
Business interests
Private individuals who invest their own capital
How does Objective one work?
Investors start the process and then apply for equal amounts of money from other sources
Investors - £20,000 of their own money
Bank loan - another £20,000 to make £40,000
Local councils - match, £80,000
Bid for South West Development Agency match for - £160,000
Bid for Objective one match for - £320,000
How successful was the extreme sports academy?
Didn’t rebrand Cornwall that well
It attracted young people learning to surf
Provided 50-60 people all year-round jobs
Uses the natural environment
What does the owner of the extreme sports academy also own?
The Watergate Bay Hotel, overlooking the academy and the beach.
Hotel has a restaurant, bar and and accommodation
How successful was Jamie Oliver’s Fifteen restaurant?
Trains local young people in catering skills (help prevent the brain drain)
30 16-24 year old people from disadvantaged backgrounds are selected to work in the restaurant each year
Trained at Cornwall College for a few months and then cook in the kitchens supported by professional chefs
They have locally sourced food
Part of a package deal
How successful was CUC?
CUC helps graduates set up businesses or secure jobs in knowledge-based companies in Cornwall trying to cut the ‘brain drain’
Examples:
“Sixixis” - shapes Cornish timber into handmade furniture
“Neutralize” - a computer company helping top clients to improve their placing on internet search engine
Has been shown to have a great success
How successful was using arts and culture?
Holds an annual festival each year “Du Maurier”
Hosts authors, musicians, broadcasters for 11 days
Only attracts tourists who are interested in arts
The jobs are not only made but are educational
Improves the natural beauty
How successful was South West Studios?
Not very….
Nearly received £2m from objective one
Two film studios were built
Expected that the firm would create 200 permanent jobs and bring millions into the economy
2004 - bankrupt
Building work never completed
Owner was arrested for fraudulently for obtaining money from objective one and jailed in 2007
What is destination tourism?
When people visit a place simply because of one attraction
Why is destination tourism good?
It’s all year round which can generalise profits
Can lead to other businesses having a positive affect
What is cost-benefit analysis?
A technique where projected public schemes are evaluated in terms of social outcomes as well ads in terms of profit/loss
What is a legacy?
A situation that will exist in the future because of events and actions that take place in the present
What are affordable homes?
Homes which can be afforded by young adults or below the average wage
Why did East London need to be rebranded?
London Docks - closed in 1981 because of bigger ships
How many people lost their jobs in East London between 1978 and 1983?
12,000
Why did the London docks seem unattractive to investors?
Derelict
How many miles downstream provided a better site for ships in East London?
20 miles
How much did the population decline by in 1971-81 in London?
18.5%
How much % of jobs were lost in London due to the closure of the docks?
60%
Why was there a negative multiplier effect in London?
Secondary and tertiary jobs were lost, leading to a population decline as people left to work elsewhere
What was the history of Weston Super Mare?
1950-60s was it’s peak
Nicknamed ‘Bristol by the sea’
Tourists mainly from Bristol, South Wales and the Midlands
What changed about Weston Super Mare being a popular tourist attraction?
Package holidays Cheaper holidays overseas Cornwall increased transport links More people having cars Longer holidays - worthwhile Higher incomes - afford holidays
How has Weston been affected by the change?
Shops aren’t doing well due to decrease in demand
Unemployment rates increase/lower wages
Negative multiplier effect
Why does Weston need to rebrand?
Vacant premises, derelict land, decrease in tourism
Why are some seaside resorts difficult to rebrand?
Competition from overseas
Crime?
The weather
Name and explain a flagship project used by Weston Super Mare
Grand Pier
- Tourist attraction
- All year round
- Premium prices
- Concerts held there
- Jobs provided
- Good for surrounding businesses
Disadvantages of using the Grand Pier as a flagship project
Only day visitors - bad for hotels and b&bs
What specialise events happen in Weston Super Mare?
Sandcastle competitions T4 on the beach Racing (use of the beach) SEASONAL- only one day
What is gentrification?
The process where people with lots of money locate themselves in place which were before run down
Through private development
How can transport help East London? (Market-led regenration)
ODA - Olympic Delivery Authority
Invested more than £500 million in local infrastructure to develop and deliver these improvements.
Including:
- A second new docklands light railway line
- A new branch of East London line
- New and improved piers of river services on the Thames
- 100 walking and cycling routes
Why did East London (Stratford) need rebranding?
Low paid jobs
Machinery taken over
Unemployment due to factories going elsewhere
Young people don’t have training and education
Derelict and contaminated land
Lack of affordable housing
How was East London rebranded?
25,000 new homes and an airport New docklands railway £25bil investment 100,000 new jobs - not for locals, only cleaners and low income people Attracting new investors OLYMPICS :)))
Olympics stadiums… sustainable for the future?
Stadium used for football
Swimming pool staying
Media offices used for offices
Flats being sold off
What is a transport hub?
Centre of a transport network
What is a commuter?
Someone who lives in one place and travels to work
What is an economic leakage?
Occurs when earnings in one area are spent in another
What is an investor?
Someone who spends money on something with the hope of making a profit over time
What is a CTRL?
Channel Tunnel Rail Link
What is geographical isolation?
Inaccessible due to poor transport links
Why did Princesshay need rebranding?
Competition from out of town shopping centres e.g. cribbs causeway
Strategies to rebrand in Exeter
£227m redevelopment of shopping centre in Princesshay
Widening pavements in Sidwell Street
How many houses were created during the rebranding of east London through the olympics?
12,000
In which 50% afterwards turned into affordable housing
How much was the GDP expected to rise during 2005-2016 because of the Olympics?
£1.9 billion
Disadvantage of bringing the olympics to East London
Many houses had to be destroyed to build the olympics meaning that lots of people lost their homes and were unhappy
