Rebranding

Question 1

Why do we need to rebrand places?

Answer 1

• Places need to stay competitive
• Increase its economic significance- reverse urban decline- creates sustainable communities
• Attracts new investment, retailing, tourists and residents
• Reduces high levels of crime
• Reduces social deprivation
• Promotes the new “green” image- sustainable structures
• Disassociates a place from bad, pre-existing images
• Brightens up the area- visual

Question 2

What are the three key elements of rebranding?

Answer 2

• Brand artefact: The physical environment, such as individual buildings, the built environment (cityscape) or features in a rural area such as dry stone walls or evidence of former industry such as waste tips
• Brand essence: People’s experience of the place (living, visiting, working in or talking about the place)
• Brandscape: How the place positions itself in relation to other competitor places

Question 3

Elements of rebranding

Answer 3

Architecture, heritage, retail, art, sport, food

Question 4

Market led

Answer 4

Involves private investors aiming to make a profit. Typically includes property developers, builders & business owners (e.g. those running restaurants, wine bars or retailing). Gentrification is typical of this strategy (e.g. as in Islington, London or Le Marais, Paris)

Question 5

Top down

Answer 5

Involves large-scale organisation (e.g. development agencies & private investors (e.g. insurance & pension fund managers)). Several former dockland areas such as Salford Quays Manchester & inner harbour, Baltimore

Question 6

Flagship development

Answer 6

Large scale, one off property projects with distinctive architectures. They act as a catalyst to attract further investment & regeneration. The Millennium Stadium, Cardiff & The Waterfront, Belfast

Question 7

Legacy

Answer 7

Following international sporting events which brought investment & regeneration to a place (e.g. Olympics in Barcelona (1992), London (2012) & the Commonwealth Games, Manchester (2002))

Question 8

Events or themes

Answer 8

Major festivals such as those associated with the European Capital of Culture, Liverpool (2008), Riga - Latvia (2014). This serves as a catalyst for the cultural development & the transformation of the city. Consequently the beneficial socio-economic development & impact for the chosen city are now also considered in determining the chosen cities

Question 9

Who is involved in rebranding?

Answer 9

• Key players (those funding it)
• Governments (on various scales) and their directly funded organisations
• Corporate bodies (e.g. banks, insurance companies, development companies, pension funds)
• Non-profit organisations (e.g. The National Trust, local community groups)
• EU’s European Regional Development Fund (EDRF)