Rebranding places

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  • Created on: 10-01-11 22:42
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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
action to create sustainable communities.
Place: is a space giving meaning by people.
Space: is the physical location & distribution of geographical feature.
Rebranding and reimaging are processes that make areas that were in decline,
attractive to a range of potential customers. There are various strategies that
help place reinvent themselves often there is a focus on four distinct areas:
1. Social: improve job opportunities and attract inward investment.
2. environmental: to improve the general environmentremove derelict
3. political: using the bid industry (lottery funding) to generate income.
Marketing can help a place promote its unique selling point.
Rebranding players
Or stakeholders.
Different people getting involved at different stages of development.
Differ between beginning & end:
Leaders of project & advisers.
Local decision makers.
Adviser with experience.
End users.
Press & publicists.
Local dignitaries.
Operational staff.
Evaluation consultants.
Investigate the purposive/ opinions:
Aims & project nature.
Reasons for development.
Type of involvement.
Other partners connected.
Project length.
Overall costs.

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Legacy opportunities.
3 Approaches to rebranding:
Decisions made by authorities.
Strategic in nature.
Local communities may feel excluded.
Ignores local knowledge.
Based on listening to local opinion.
Local people closely involved.
May lack power.
Strongly relies on volunteers.
Combination of both.
Involves everyone.
State representatives get involved.
Case Study: UK's worst place to live.
Near Humber Estuary, making it isolated.
Was heavily bombed in WW2.
Grew rapidly in the 19th Century through fishing.…read more

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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 & bring in area income.
The environment: where 1960'sstyle panning has resulted in areas built for
the car and concrete buildings that are now described as dirty or ugly.
Improve infrastructure & quality of environment.…read more

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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 the project.
Rebranding strategies may use three types of intervention:
The influx of highincome or middleclass earners into a regenerated area.
Property prices increase & a change in local amenities & image.…read more

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Specialist industries smallscale businesses and enterprise (central
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 a quality feel
Use of innovative architecture signature architecture can help with a town or
city's identity (Tate modern, London Hilton, Manchester)
Many rebranding strategies accommodate elements of sustainable
development.…read more

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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.
1.5% of villages have broadband.
40% of rural residents are unemployed compared to 10% of urban
£7,000 lower income in rural areas.
2 rural pubs close daily.
20002008, 1,385 post offices have closed.
Transport.…read more

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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 in the 12th century. Then an outbreak of
phylloxera devastated vineyards.
New York Times published an article extolling the virtues of the Priorat
wines & prices soared.
High quality restaurants operated by the wineries.…read more

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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.
Rural rebranding.
Valorisation sustainable exploitation of a previously underused local resource,
generates wealth & employment in an area.
Multiplier effect increases the local economy.…read more

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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% of Cornwall's businesses said they felt that
Eden had brought very positive impacts for them & the Cornish economy.
Broadband; plans for "super-fast" broadband increasing rural "digital tubs".
£830,000,000 provided & more privately.…read more


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