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Rebranding places

Rebranding: the ways of which a place is redeveloped & marketed so that it
gains a new identities. It can then attract new investors & visitors.

Reimaging: the remodelling of areas to counter negative perceptions &
provide functions.

Regeneration: a long term process involving social, economic & physical…

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Legacy opportunities.

3 Approaches to rebranding:
Topdown
Decisions made by authorities.
Strategic in nature.
Local communities may feel excluded.
Ignores local knowledge.
Bottomup
Based on listening to local opinion.
Local people closely involved.
May lack power.
Strongly relies on volunteers.
Partnership
Combination of both.
Longwinded.
Involves everyone.
State representatives get…

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Why is rebranding necessary?
Reasons why somewhere might need to be rebranded could include:
the economy: the loss of dynamism in the economy and a lowering of the
tax base ­ often linked to the loss of mainstay industries such as coal mining
or steel production. Improve job opportunities &…

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Topdown policy making: is where rebranding decisions are made by
authorise or agencies and imposed on particular people and places.
+ it is strategic in nature and offers a coordinated strategy
local communities both rural and urban environments may feel isolated from
the decisionmaking process and refuse to engage with…

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Specialist industries smallscale businesses and enterprise (central
Birmingham)
Food cities global cuisine (taste of Birmingham)
City of culture using culture as a catalyst to attract new people and
associated businesses to an area (Liverpool as city of culture 2008)
Arts and heritage museums and galleries give the town or city…

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Local depopulation due to urbanisation.
The countryside is seen as backward, unsophisticated, unfriendly,
environmentally damaged, boring, sleepy & slow.
Agricultural change from importing of goods.
Postproduction transition.
Lack of transport infrastructure.
Disappearance of rural services.
Forced out by uneven opportunities.
Negative image.

Key Problems.

60% of urban areas have broadband.…

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Case Study: Lobb's Farm Shop, Cornwall.
Were making £30,000 from 800 acres.
Created a farm shop attracting visitors from Lost Gardens of Heligan.
Has made £600,000 in 3 years. Has opened a visitors centre, giving
tours of the farm. It has improved environmental quality.

Case Study: Spain.

Famous for winemaking…

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Allows individuals & businesses to share ideas & reach customers ­ new
business ideas.
Case study of Cornwall nonprofit partnership archon. Promote economic
development. Key driver in economy since 1992. £12,500,000 scheme.
Rosslyn hotel crossing broadband in 27 bedrooms. Plymouth university
now has wireless for staff & students to use.…

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Holiday cottage accommodation has doubled in occupation.
750,000 visitors every year.
The Eden Project employs 400 fulltime staff.
The Eden Project has reduced Cornwall's unemployment by 6%.
Local producers source all food & drink locally for companies boosting
the local farmers & foodprocessing companies.
In 2003, an average of 80%…

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