Rebranding- making actual changes to a place and improvements to a place.
Re-imaging- This involves using marketing to improve the image and reputation of a place.
The aims are to improve the quality of living for the residents.
WHY IS REBRANDING NEEDED?
Places can be in decline for, social. Economic and environmental reasons- these can all result in a spiral of decline.
3 main places
-the decline of agriculture has resulted in reduced employment and economic problems in rural areas.
-lack of jobs= out migration- braindrain and ageing populations.
-amenities shut down as lack of demand leading to – spiral of decline
-rebranding can attract investment and encourage young people to stay in the areas- multiplier effect.
dein-dustrilisation has left a decrease in manufacture jobs.
-loss of industry means high unemployment creating economic problems. – leading to welfare and income support.
-Economic problems leads to a spiral of decline as people move away form the area in search of jobs and better lives. – leading to services closing and a spiral of decline.
- Rebranding encourages investment brings jobs, and amenities to the area leading to a positive multiplier effect.
-cheap flights means fewer British say home- staycation. – spiral of decline.
-decline in the fishing industry has lead to fewer jobs are further economic problems.
-Rebranding encourages new investment and a positive multiplier effect.
fieldwork and research.
-QUESTIONNAIRES- asking local people why rebranding is needed.
-ENVIROMENTAL QUALITY SURVEY.
-INTERNET IMAGE SEARCH-what sort of picture the place gives.
-CENSUS- helps to track unemployment and how investment is needed to supply jobs.
-GIS- this can overlay the census and help identify which areas are in most need of rebranding.
types of rebranding
projects focous on a number of different things-
ACCTRACTING TOURISTS- with leisure and sports, culture and art.
IMPROVING CONDITIONS FOR RESIDENTS- better housing and more amenitys.
ATTRACTING MORE INVESTMENT- new shops, cummercual buildings and waterfround develpoments.
REBRANDING CAN BE ACHIVED BY REGENERATEING OR RE-IMAGING.
-housing -art and culture
-commercial buildings. -leisure and sports
flag ship development
-they are large scale, expencive projects, designed to make radical changes to a places image and generate media interest.
-top down projects.- funding usally comes from goverment.
-decline in the industrial port in the 70s and 80s.
-GUGGENHEIM MESEUM -1977 acted as a catalyst for regeniration.
-ART MESEUM-eye catching- 1million visitors.
they tend to be smaller then flagship projects
bottom up- start with local people.
-rebranding an urban area can not be done by one orginisation.
-there needs to be lots of different players
-each of the players will have different roles and resons for being involved.
-local goverment-funding and planning permision.
-private companys- funding and moving into rembranding areas
-local tourists- marketing and promotion
-local community-backing the rebranding processess and helping to decide priorities.
one of the most obivious ways to rebrand a place is to smarten up buildings-
this can include building eye catcing new ones and focouses on 4 main areas-
RESIDENTIAL- improving exsisting housing or building new ones.
SHOPPING- building new shopping centers or improving exsisting ones to attract consumers and investers to the area.
COMMERCIAL- new business buildings-e.g- BURJ AL ARAB HOTEL DUBAI- this flagship building shows that dubi wants to promote it's self as a tourist destination for jet setters.
WATERFRONT DEVELOPMENTS- regenirating former industrial areas like docks. this can be done by housing, shops and cummurcial buildings- bristol docklands, and melenium square.
rebranding can involve..
PROMOTING AN EXISTING IMAGES.-
MARKETING A NEW ONE- the eden project.
SPORTS AS A CATALYST FOR CHANGE
the main difference between urban and rural rebranding is-
LESS MONEY IS AVALIBLE-
-rural areas are unlikely to get as much money as urban as less people live in them.
-this means less interest from big buissness.
PLANNING PERMISSION CAN BE HARD TO GET-
-harder to get the run down urban areas
-especially difficult in natinal paks.
technology and the media can help with rural regen
- increased accsessibilty- more people can move to rural areas and work from home.
-however this is not always the case as highspeed connection is focoused in urban areas with high pop densitys where demand is greater.
-Scotland - £70 million on highspeed broadband.- HIGHLAND AND ISLANDS ENTERPRISE.
reaches out to rural cummunitys for there specific needs.
FILM- rural areas can be rebranded as good film locations- the natinal trusts hiers out houses which are good for periord dramas.
this brings buissness to the areas and generates interest whilst filming is taking place and can be promoted as the film location once the film is released.
promoting heritage and the arts
some examples include-
ART- the angle of the north situated near gates head has regenerated the site of a disused mine and has helped attract visitors and investors to the area.
the production of whisky is scotland has become a way to attract visitors to the area- people go on tours to the distililries as well as spending money on accomidation and the whiskey itself.
the lake destrict is often called the 'wordsworth country' as the poet lived and wrote most of his work there.
world heritage sites such as 'hadrians wall built by the romans.
national park status
large areas of natural beauty can be re-imaged as national parks.
-the new forest.
these parks can attract new visitors and help prevent over development
the eden project
why it was needed-
cornwalls economy was relient of primary indistry including- fishing and mining but when this decline this left high rates of unemployment. the area was aimed to be regenersted by a flag ship development;
THE EDEN PROJECT-
-located near st Agstall
-opened in 2001.
-example of building on a brown feiled site.-china clay quarry.
-attracts 1 million tourists a year
-only uses local supplyers and employees.
the eden project
-36% visited the area for the eden project.
-the project buys £7million local food a year.
-£150 positive mulitiplyer effect.
-created 500jobs and 2500 positive cycle.
-£75 million face lift for st Agstaull center.
eden project negitives
-extra cars create green house gas emissions.
-keeps needing more money £15 entry fee and £150 million form natinal lotery.
the jurassic coast.
-world heritage site from 2001- due to it's rocks and fossils.
-needed rebranding as it's local economey is relient of tourism.
-it's rebranding stratigie was mainly to encourage tourists.
-it was also designed to inspire local communities to enjoy the area and buissness to invest.
positives of the jarrasic coast rebranding.
- visitor numbers has increased- they lyme regis fossil festivle = 5000 extra visitors. for the week.
-west bays new £16 pier has doubled visitor numbers since 2004.
- doesn't have traffic problems as it's spread over 150km.
-consern that the rebranding is based solely on tourism rater then wider to buissness and benifits. this is risky as the whole areas is sooooooo relient on tourists.
-some feel rebranding has been top down- and locals feel they haven't been consulted about the changes.
impact of rebranding in the future-
-they need to be sustanible- have long term benifits.
-should involve more then one stratigie.
-self sufficient and have a positive muliplyer effect.
sustanible rebranding can be achived-
INVOLVING LOCAL PEOPLE IN THE PLANNING-
stratigies are more likely to be succsessful if local people are behind it and are involved in decision making.- this can be achived by conducting surveys about what locals want.
BUILD LEGACY FACILITIES-
these are things that can keep being used after the first stratigie is gone- this is important so that they have long term impacts.
improving things like public transport can attract more residents and visitors to the area-this can improve that areas image and bring more investment.
INCLUDE CONSERVATION MEASURES-
it is important to consider the enviroment- sustanible . showing consern about energy effeciancy will make the project more popular so get more public support.
field work into the success of rebranding.
ECONOMIC- interview shoppers- how far have they come- have there been there before?
-draw a map to show the sphere of influance.
-if more people travel from far away=success.
SOCIAL-interview people to see if some have moved away or felt left out in the project- see if there is any negitive impacts.
-surey- ask people what they think of the area.
-interview- has the enviroment got better or worse?
-ask local cancil for the enviromental impact assessment.
-see if things like recycling have improved
research into the success of rebranding.
ECONOMIC- ask shop owners for data about shopper numbers.
-compare findings with near by places that haven't been rebranded.-more shoppers is more succesful.
-research local treand and unemployment figres.- if succsessful unemployment numbers have decreased.
SOCIAL-crime statistics for before and after.
-local newspapers and websites for local opiniouns.
ENVIROMENTAL- see if they have won any enviromental awards.
-ask fro enviromental impact assessment EIA
-look at things like recycling facilities and the amount being recycled before and after.
BEDZED- envirometal rebranding
location- bedington london- 500m for hakle bridge station.
-opened in march 2002.
-Largest eco village in the uk-130 homes
-zero energy project.
did it work? yes/no?
no- bad surface run off- contaminated water
-design came 2nd to econess- people see the back of the house
-not enough parking spaces for visitors.
yes- space heating 85% less.
-hot water consumption 57% less.
-electricity is 25% less- 11% of which is produced by solar pannels.
-bristol-8th biggest city in the uk.
-previousilly ranked 23ed best shopping place.
why was it needed? the mall 1998- flagship shops like john lewis experienced 14 million tourists a year- 20% drop in broadmead shoppers.
stakeholders- bristol allience
what was done-£520 million project- 9 different land uses
-140 new stores.- 2 flag ship shops- house of fraser and harvey nicks.
-200 new homes with 40 affordible appartments.
-3500 jobs from construction
-24 million tourists in the first year.
located- NE USA- state of michagan
why rebranding was needed-
deindustrilastion- ford GM and crysler moved away to cheaper labour.
-dubbed the crime capital
ranked poorest city in the US in 2004.
80 million water frount sky scraper investment
XXL super bole 2006 - £3 million in 2 days for the local economey.