Rebranding Case Studies

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  • Rebranding Case Studies
    • Using sports and leisure as a catalyst to kick-stat rebranding
      • Stratford, London was the site of 2012 olympics. It was chosen to kickstart rebranding in that area of the city
        • Previously, it has low development, high un-employment and high crime. Lack of local spending also kept investors away, which meant shops and businesses were less likely to open up. Poor transport links also meant isolation from the rest of the city
          • Infrastructure was improve for the Olympics, with the dccklands light railway builts, linking stratford to most of east and south London. The underground was also improved, making it more appealing and efficient, and the channel tunnel was openned
            • The Broader Regeneration Programme was implimented, costing £4 billion, improving retail areas an commerical space. People are then more likely to spend money in that area, attacting businesses and helping the economy
              • The 2018 crossrail is planned, to link Stratford to west London and Heathrow airport. This increases accessibility to the area, and encourages international businesses to invest in the area
      • Some sport and leisure events have not kickstarted rebranding however. An example would be the Sheffield World Student Games, in 1991
        • Made to lead post-industrial regeneration, especially in the main venue of Don Valley
          • The government saw that money was being made from sporting events, and saw the opportuinity for rebranding and regeneration
            • They are still paying off the bill of £650 million, 20 years on, with the majority of sports venues becoming "white elephant buildings"
    • Jet Travel - Easy Jet
      • How the company has grown
        • Established 1995
          • Launched by Cypriot businessman Sir Stelios Haji-loannou
            • Initially operated two routes
              • Boughts their own aircraft in 1996. they now own 210
              • Luton, London to Glasgow and Edinburgh
      • How it grew into a TNC
        • Purchased rival airline "GO" in 2002, doubling their fleet and adding 3 new bases
          • In 2007, it opened bases in Germany, France, Italy and Spain
            • Claims to operated more flights daily than any other european airline
      • Role of Technology in its growth
        • Initially boking was done over the telephone
          • Travel agents werent interested as there was no commission
            • Made a website in 1997, which caused large success
              • In 1998, the website allowed online realtime booking
    • Cornwall
      • Declining rural economy
      • Lack of rural serices
      • Lack of rural employment
      • Seasonal employment
      • Low wages
    • Fieldwork
      • Dorking, Surrey - In need of rebranding
        • Primary Methods
          • Footfall Assessment: Counted pedestrian numbers in 5 mins at 3 specific locations. These were a restaurant, a bank and an antiques shop
          • Shop Appearance and Quality Assessment: Analysed shops in the vicinity, at each location. Higher scores were awarded based on criteria
          • Land-use Analysis: Tallied the different types of buildings and any that were vacant
          • Place Check: Spoke to 10 pedestrains/locals to find out their thoughts/ feelings/ opinions on Dorking
        • Secondary Methods
          • 'Dorking needs action' group
          • Mole Valley & District Council Report
      • Denbies Vineyard - Farm diversification and rural rebranding
        • Accessibility: Pros/cons in accessibility for the deaf, blind and wheelchair-bound
          • Denbies is accessible for people with disabilities, but hasn't got any dipped curbs and has uneven flooring
            • Despite being sufficient for people disabled, those wheelchair bound would find it more difficult to move around the estate.
        • Car-park Survey: Used numberplates to get location of where they're registered and measuring accessibility
          • 5 cars has personalised plates and 2 were older than 2001, out of 21
          • There is a bus stop, cycle path, bike lock and public footpath to the estate. However there is no B road nearby and limited parking availability, so a larger carpark could improve
        • Field Sketch: Sketched at Box Hill and annotated
          • The vineyard fits to surrounding area, with natural colours in keeping with the landscape, showing they made an effort to not stick out.
        • Foot Fall Assessment: Counted people coming in/out of reception for 5 minutes
          • 46 people past the main entrance in 5 minutes
        • Sustainability Report: Filling in criterea based on sections such as safety in the estate, ease of parking cars and the amount of activities for children
          • Denbies was well run, easy to access and park, sensitive to the Area of Outstanding Natural Beauty within which it is located, and makes tourists feel safe in the area despite being a functioning farm. The estate also provided a decent amount of activities for children and adults.
            • Denbies has a high lvel of sustainability, with each of the criteria scoring high. However only criteria scoring substandard was the number of things to improve. This indicated the vineyard was very specialised.
        • Research
          • Youtube
          • Denbie's website
          • Trip Advisor
          • Supermarket websites selling Denbies wine
          • Award for sustainability and its rose wine; gold award
      • Guildford - Successful urban rebranding
        • Guildford changed the cityscape of Firary street, to reimage the shopping area and connect two highstreets. It was commissioned by Legal & General at a cost of £1.9 million, and was completed November 2008
          • Fieldwork
            • Photograph Annotation
              • We annotated a photo for what's changed, for a part of Friary Street
                • Rebranded areas/what's changed could be clearly seen
                  • Limited photo - we couldn't see the whole street
            • Goad Map
              • Mapping and naming shops on Friary Street
                • Could be compared against a similar map in 2008, before work was completed
                  • Limited area - may not give an accurate view of Guildford
    • Blackpool
      • 4 hours from london via train
      • Trended in the 18th century
        • Sea bathing supposedly cured diseases, making it fashionable for wealthier people
          • By 1920, Blackpool claimed around eight million visitors a year
            • 147000 people lived in the town by 1951
      • Evidence of success
        • Since schemes have been put into place, tourism has increased
          • Blackpool is in the rejuvenation stage
      • Schemes for rebranding
        • Super Casino: Bid to build a super casino in Blackpool
          • This could cause a rise in gambling addiction and will cause a large carbon footprint. However money will be brought in from people coming from abroad
        • Rebranding to appeal to French tourists
          • This will bring more diversity to the area, but may increase racism claims and cause increased air travel
        • 'Out2Dance': Festival and events zone for dance
          • this gives community pride to blackpool, but will be expensive for building the venues

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