Rebranding case study (Barcelona)

Question 1

what are some rebranding strategies in Barcelona

Answer 1

• 100km of bike paths

Question 2

why did Barcelona need to rebrand?

Answer 2

due to the lack of creative freedom that they had when the Franco Regime was in place, but after that they had more democratic rights, thus enabling them to make planning decision for the city

Question 3

outline the role of local authorities/government in the placemaking of Barcelona

Answer 3

• began regeneration of the city, starting with a 7 year plan, starting in 1980. focusing on 140 projects, such as better housing, improved transport routes and schools

Question 4

outline the role of businesses in the placemaking of Barcelona

Answer 4

• in 2010 the ‘ strategic metropolitan plan of Barcelona - vision 2020’ was present, with the aim to make it one of the most influential European regions, due to it’s technical innovation.
• 2014 they where given the title for European capital of innovation

Question 5

outline the role of the private university in the placemaking of Barcelona

Answer 5

• a new private university, was built in the ravel, with the aim to gentrify the area, and bring in people with a high economic status, to help regenerate the local area.

Question 6

outline the role of the flagship hotel in the placemaking of Barcelona

Answer 6

• built in 2008, with ‘Avant grade design’ it rises high above the surrounding area and it helps to represent the significant financial commitment the area has to rebranding.

Question 7

outline the role of the EU in the placemaking of Barcelona

Answer 7

• $5 million invested into refurbishing buildings and the area, with 80% of funding coming from the EU

Question 8

what evidence is their, that rebranding in Barcelona has been successful

Answer 8

• there has been an increase in the number of tourists, from 1.73 million in 1990 to 8.38 million in 2017
• tourism is worth around 12.5% of Barcelona’s GDP post Olympics compared to >2% pre Olympics
• Barcelona, is the rate the 8th most attractive area in the world for attracting foreign direct investment.
• in 2015, it raised $250 million worth of FDI (foreign direct investment)
• in 2014, it was named the capital of innovation for the EU

Question 9

what evidence is their, that rebranding in Barcelona has not been successful

Answer 9

• 12.8% of citizens, argue that the access to housing is a serious problem
• 7.4%, say that traffic and congestion is a major problem within the city
• tourism levels peaked in 2016 at 9.07 million, but declined to 8.88 million in 2017

Question 10

why did la Raval need rebranding

Answer 10

• one of the most densely populate areas in the world
• home to the industry, that led to high levels of pollution within the area
• small tenement blocks
• had a reputation for illegal activities, such as organised and petty crime, prostitution and drug dealing

Question 11

what key rebranding strategies were used in la Raval

Answer 11

• the north, there are cultural buildings, as well as the museum of contemporary art and the museum of contemporary culture.
• a private university + high quality food and wine shops, to attract high socio economic status people.
• 1700 residential and commercial properties, where demolished to clear space for a tree lined pedestrian area
• new housing + student housing, funded via private investment

Question 12

why has rebranding in la Raval be contested

Answer 12

• due to the immigration of people, who are wealthy, thus taking employment away from the locals
• tourism, is also making poor residents to feel exclude from some of the services on offer.
• people moving in is causing the house prices to rise, thus meaning that certain people are priced out of the area