Rebranding places

Case studies for the different types of rebranding 

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  • Created by: katie
  • Created on: 29-05-12 07:25

Rural Rebranding

Promoting Local produce

  • Produce and Local food products traditional to an area can be important in rebranding 
  • This can lead to food tourism and farmers market are a common example of food tourism 
  • The advantages of farmers markets is that they encourage food tourism, they support locally based small-scale food processing and they increase farmers profits by cutting out the 'middle man'


  • Town of 20,000 people and is home to one of the first weekly farmers market 
  • Stroud community Agriculture- group of local families who support farms financially and in return have a share of vegetables grown by the farmers
  • 2008 community buy-out of fordhall farm by 5,500 people to establish a land trust so that the land is not at risk of being bought for development
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Rural Rebranding continued

Farm diversification 

  • Farmers use their resources to make money from things such as sporting, horse riding, tourist accommodation and organic farming 
  • For Example sheep racing in Devon 


  • Festivals like Glastonbury are an example of farm diversification 
  • However there are problems as festivals are noisy, they put a strain on the infrastructure and there could be weather failures
  • The benefits are that they bring tourism for restaurants, bed and breakfasts and local restaurants in the area. 
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Rural Rebranding continued


  • 7,900ha forest with 2 million visitors a year
  • High lodge forest centre had 300,000 people visit in 2006
  • 10,000 school children visit a year
  • Activities include: bike riding, deer safari, maze and sculptures 
  • However it can lead to the degradation of the forest ecologically and physically due to the high usage


  • Successful research business that has overcome the disadvantage of being situated in a rural area 
  • It relies on ICT technology to conduct market research 
  • processes 4,500 cases a year 
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  • In St Austell in Cornwall 
  • The area needed rebranding as it was a very poor area with a high rate of unemployment 
  • The Project employs 400 people a year and 90% of the employees live at least 30km away from the project and 95% come from Cornwall
  • Overall it brings 5,500 jobs to the region 
  • It has a £177 million turnover and  £81 million extra income to the region 
  • It also has a positive multiplier effect as everything from the project is bought locally
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Costal Rebranding


  • In 1896 it was a holiday destination however there was a decline in the industry and advances in global tourism
  • The rebranding strategies put in place have been focused on bringing in more leisure and tourism 
  • March 2007 Blackppol council signed a 3 month deal costing £500 million to create a 'storm' city and create a multi-themed indoor entertainment centre
  • Talbot Gateway - organised by RE Blackpool regeneration company (player)- transforming the run down area into a public plaza and retail space which was beneficial to locals and tourists. 
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Flagship Rebranding


  • Needed reimaging as the impression of the city was a powerful and destructive workforce 
  • It also had negative associations with the 1950-60 style architecture 
  • Birmingham used culture and identity to advertise their new image and attract investment and tourism 
  • 1991 the symphony hall was built
  • 1993 7ha development cost £350 million which housed the sea life centre, Ikon gallery and RBS
  • 2003 the Bullring was built 
  • Key players in the rebranding of Birmingham was the Westmidlands development agency provided money for the projects and urban splash who's role was to carry out the work
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Cultural rebranding


  • Liverpool needed rebranding as the decline of of the dockyard lead to the loss of many jobs and because it had a negative media image 
  • Matthew street festival had a net impact of 7.2 million
  • Bigger businesses started up with lower failure rate which had a positive multiplier effect as more people had jobs
  • An increase in the % of these with 5 or more GCSEs
  • Tourism increased to 45%
  • More than £300 million was spent on infrastructure investment 
  • Development was only limited to a 2 mile radius 
  • In 2008 it was announced the European capital of culture
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Sustainable rebranding

In Urban area's

  • employment opportunities close to communities reducing transport 
  • Reservation of heritage and culture
  • Innovative design minimising energy waste 
  • Respect for the enhancement of the natural environment 

In Rural area's

  • economically viable employment opportunities 
  • limited use of chemical production methods 
  • Getting local food in shops so reducing food miles
  • using more ecofriendly technology to support agriculture
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Sustainable rebranding


  • The UK's first environment city in 1990 and in 1996 won the European sustainability award
  • Lots of schemes took place to conserve wildlife and energy and noise reduction
  • Top down approach to rebranding by a partnership of organisations


  • Transport is one price for one journey 
  • Recyling is promoted in schools 
  • 1.5 million tree's planted 54m2 per resident of open space
  • 560 factories, 50,000 jobs and 6000 other enterprises 
  • Bottom up approach to rebranding 
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Sustainable rebranding continued


  • Increase in the use of renewable energy and lower levels of emissions 
  • New building are required to use solar energy to supply 60% hot water
  • schemes produce annual savings of 12,000 megawatt hours a year and reduction in 2,000 tonnes of carbon dioxide a year
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Cities in decline


  • Motor town till 1960 when it began to decline due to relocation of companies to areas with cheaper labour
  • There is a need for rebranding because of the 'reverse commuting' that occurs which means that there are more people leaving the city in the morning than coming in. 
  • Has the largest debt of any US city
  • Unemployment rates 45% and 47% are illiterate 
  • Underlying problems of lack of money, large amounts of derelict buildings, lack of jobs and segregation 
  • Lots or rebranding projects have occurred but none so far have been successful
  • 1980 flagship scheme to make the RenCen a financial district but the project lost money 
  • Master plan another project which hoped to create broad strips of commercial and industrial land use for a while there was growth until the factories shut 
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Success or Failure


  • In 2003 £73 million spent on Newcastle's Gateshed housing renewal pathfinder 
  • There have been several other project's in the area all were unsuccessful
  • 1960 urban aid given to regenerate the area and in 1990 New deal for communities £55 million 
  • However the population has decreased by 1/3, out of the 6,900 houses in the area 500 to 900 of them are unoccupied 
  • It has not be successful because a top- up approach has been used to rebrand the area so locals have not been consulted 
  • They have almost tried to clear the old residents away 
  • A lot of demolishing of empty buildings has taken place but not a lot of renovations have occurred
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Success or Failure


  • Before 1960 canary wharf was London's docklands however during the 1960's there was a move toward containerism so the ships could no longer fit down the river
  • 1980 the docks became redundant and 150,000 jobs were lost 
  • 1986 there was a big demand in London for office blocks so the docklands were rebranded as London's finacial centre
  • Success as there were 33 office blocks and 90,000 people working in 1.3 million m3 space 
  • However its some senses it was a failure as it did not replace the jobs of the people who formally worked there
  • did not benefit the local people
  • The area it is in has the highest unemployment rate of any London borough but there is an average wage of £100,000
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Rebranding through sport



  • deprived area of London with the highest unemployment rate 
  • For the first time in 50 years there will be investment in the area and the government hope that the games might kickstart more
  • Land prices in the area are increasing and local industries have had to be relocated to make way for the games 
  • After the games the government hope 50,000 jobs will be created 


  • 1 in 4 of the houses in the area are crowded
  • Building of the Olympic village meant the rehoming of 450 people and they received £8,500 to relocate


Vast areas of contaminated brownfield sites in the area. Rivers have been used as toxic dumps 

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Rebranding through sport



  • 40,000 homes and lots of jobs 


  • International Olympic committee co-operate with UK organisations responsible for delivery of the games 
  • UK government- set up committee's responsible for planning, regeneration and building of the games e.g. London committee of Olympic games 
  • London Assembly- (Boris Johnson and Transport for London) organise movement of 500,000 people a day 
  • Local government- 4 boroughs councils affected have to consider and approve planning permission 
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Rebranding- developing a place to reposition it's image and change people's ideas of it. Helping to 'sell the place' to a target audience 

Regeneration- Positively transforming economy of a place that has shown symptoms of decline 

Reimaging- Changing the standards and reputation of a place through specific improvements

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Rebranding Strategies

  • Bottom up - Listening to local opinion, devising local solutions to problems with no over- reaching 
  • Top up - Decisions made by authorities and imposed on particular people and places 
  • Partnership approach - Combines approaches and is made up of representatives from the state, the private sector and voluntary sections. This approach allows a range of opinions to be heard  
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Liane Smith

Really helpful thanks .x


woo go stroud!

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