Remaking Places Flashcards
A brand is…
A perception that customers hold in their head about a company/ product (e.g a logo/ certain colours)
Brands are a perception that customers hold in their head about a company/ product (e.g a logo/ certain colours). What makes a brand global
It’s recognised worldwide (e.g everyone knows what the Starbucks and McDonald logos are)
It communicates something to people all around the world
True or false, brand-building is the process of creating the brand and creating that desired perception in the mind of customers
True
Examples of Global brands (brands that are recognised worldwide and that communicate something to people all around the world)
McDonald’s
Apple
Nike
Microsoft
Google
Toyota
Amazon
Coca-Cola
Etc
What’s the difference between a company and a brand
The company is the organisation that produces or sells the service/ product
The brand is the reputation and image and associations that people have of the company e.g a logo/ colours/ a slogan etc
Key things that make a brand successful (3/4 things)
Uniqueness- the brand is specific to the company so won’t be confused with other companies so when people think of the brand they can immediately associate it with the company and its services/ products that it sells
Exposure- The brand is well known and effectively promoted through marketing and advertising e.g on social media/ radio and TV ads/ billboard advertising (big signs y bus stops/ train stations/ throughout the city that contain the ad). If people are exposed to the brand and see it often then they will be more likely to remember it and consider buying the product/ service of that company
Audience knowledge- the brand is well known (which is often down to good advertising)
Consistency in products, services and communications- e.g you are always guaranteed good quality trainers from Nike with good refund policies, customer service, shop experience, online shopping experience etc
Key things that make a brand successful (3/4 things)
Uniqueness- the brand is specific to the company so won’t be confused with other companies so when people think of the brand they can immediately associate it with the company and its services/ products that it sells
Exposure- The brand is well known and effectively promoted through marketing and advertising e.g on social media/ radio and TV ads/ billboard advertising (big signs y bus stops/ train stations/ throughout the city that contain the ad). If people are exposed to the brand and see it often then they will be more likely to remember it and consider buying the product/ service of that company
Audience knowledge- the brand is well known (which is often down to good advertising)
Consistency in products, services and communications- e.g you are always guaranteed good quality trainers from Nike with good refund policies, customer service, shop experience, online shopping experience etc
Urban brand meaning
A method used to promote a recognisable, unique and appealing image/ identity of a place e.g ‘I love New York’ is an urban brand that gives people the perceptive of New York as being an attractive tourist destination and people who love there feel proud of their city and that it’s a unique place
Examples of aims of rebranding (e.g to change a pre-existing image of the place)
Revive a pre-existing but outdated image of a place (make people associate the city with how it is in the modern day e.g skyscrapers and not with factories like how it used to be)
Change a poor pre-existing image of a place (e.g if the place has typically been associated with high crime rates, homelessness, poor housing quality, pollution, little green space etc then you want to change people’s perception of this place so that it isn’t linked to these negative factors)
Differentiate the place from another place (make the place seem unique so that people have more of a reason to want to visit it (if it was very similar to another city then they might as well just go to that other city as they will get the same experience and it might be closer to them etc so more convenient to visit (e.g if they are tourists). So you want to give the place something that makes it stand out so that people want to go to it over other similar places (which could then benefit the economy of that place etc as more tourists means more money is being spent in hotels, shops, restaurants, cinemas etc . This helps also to address the idea of McDonaldisation where all places have the same characteristics)
Associate a place with an international event e.g associating Glasgow with the 2014 Commonwealth Games gives it a good international and highly regarded profile where people associate it with high level sport (someone training to be a professional athlete therefore might want to live there as they can use the training facilities used by professional athletes which might help to motivate them and put them in that frame of mind of being able to train to the top level)
To attract new investment, shops, tourists and residents, all of which will help to further naturally improve and add to the character of the place
Who is involved in the process of rebranding (managing and manipulating the place-meaning)
(2 examples)
Corporate bodies
Community and local groups
Often corporate bodies are involved in the process of re branding (managing and manipulating place-meaning) but what are corporate bodies
Organisations/ groups of people that are identified by a particular name e.g institutions, businesses, the government, tourist agencies etc
An example of a corporate body that has helped to rebrand Britain as a welcoming, dynamic and diverse tourist destination as well as create sustainable economic growth and lead a thriving tourism industry is …
‘Visit Britain’
The national tourism agency in the UK is called…
Visit Britain
(It has helped to rebrand Britain as a welcoming, dynamic and diverse tourist destination and aims to create sustainable economic growth across Britain and lead a thriving tourism industry)
Visit Britain (the national tourism agency in the UK) has helped to rebrand Britain as a
…, … and…. tourist destination. It also aims to create…economic growth and lead a… tourism industry
Welcoming, dynamic, diverse
Sustainable
Thriving
Tourist agencies aim to ‘sell’ the place to potential visitors and they can do this through marketing positive perceptions of the place e.g using promotional…
Videos
Brochures
Websites
Magazine adverts
Slogans
Logos
Re-imaging of a place meaning
The process of changing people’s perception and mental image of a place and what they associate it with. E.g dissociating the place from bad pre-existing images of poor housing and social deprivation but instead associating it with being a place of technological advancements and innovation
(Because the place is no longer associated with these bad things it can then attract new investment, retailing, tourists, residents etc into the place)
However in order to re-image the place it also might require new investment and retailing etc before people can then change their perception as they can physically see that the place has improved
… refers to the physical long term process of redeveloping (physically improving and upgrading) the place in order to reverse urban decline and involves social/ economic/ environmental action
Regeneration
(This regeneration is often needed before the place is rebranded as the new shopping centre and luxury homes etc can be what people associate the place with in its new brand)
Positive impacts of rebranding
Increased tourism (which can benefit the local economy)
Improved lives of locals (as rebranding often involves regeneration which may involve building new infrastructure like a new leisure centre/ improving transport links etc which the local people can then benefit from)
More job opportunities
Lower crime rates (if derelict areas of the city now have housing developments on so gangs can no longer operate there etc/ if street lighting has increased as more jobs means more tax so more money for the local council to spend)
Attracts forms of entertainment for people to enjoy e.g sport/ music events
Local people feel proud of where they live and where they’re from
Can improve the character of the city by attracting people of different nationalities and cultures etc (either as tourists or to live there)
