Rebranding strategies

Question 1

what is rebranding

Answer 1

development, aimed at changing negative perceptions, of a place, thus making it more attractive to investment

Question 2

what is reimaging

Answer 2

development, associated with rebranding an usually involving cultural, artistic or sporting.

Question 3

why might places need to rebrand

Answer 3

• in order to attract people and investments, to help grow the place
• attract tourism, new developments, e.g. thus helping to regenerate the area
• structural economic change
• urban blight
• deindustrialisation

Question 4

how can sport be used to rebrand a place

Answer 4

• bath is associated with the rugby club
• idea of the legacy of a sporting event
  major international sporting events, such as F1 or the Olympics, can help to kick start rebranding

Question 5

how can art be used to rebrand a place

Answer 5

• things such as Banksy in stokes croft
• art events, such as Glastonbury festival and Edinburgh fringe
• the Barcelona is associated with Gaudi
• the Tate gallery in St Ives, has helped to rebrand the area

Question 6

how can heritage be used to rebrand a place

Answer 6

• e.g. the Wessex tourist board, focusing it’s rebranding on the areas rich heritage
• ancient monuments such as stone henge or Avebury

Question 7

how can retail, be used to rebrand a place

Answer 7

• areas can be focused on creating the shopping experience, thus attracting people to the area.
• places such as Dubai, are striving to create places that are aim around the experience for the individual

Question 8

how can architecture be used to rebrand a place

Answer 8

plays a key role in how people view a place, so is a key factor when it comes to attracting tourists

Question 9

what are flagship developments

Answer 9

the idea, of creating a big project, that will lead to further investment and development in other projects in the area.

Question 10

how can food be used to rebrand a place

Answer 10

• some places, will become associated with providing top quality food and will have a reputation for certain restaurants, food stalls, markets, butchers ETC.
• can be linked, with food festivals

Question 11

what is gentrification

Answer 11

the revival of an urban area that has been subject to environmental, and possibly socio-economic decline.

Question 12

what are the 3 reasons, why rebranding may be a contested process

Answer 12

• change in the character of the place
• favouring one group over another
• difference in priorities