Rebranding places
Case studies for the different types of rebranding
- 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'
CASE STUDY- STROUD FOOD TOWN
- 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
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
- 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.
Rural Rebranding continued
CASE STUDY THETFORD FOREST
- 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
DEVELOPING RURAL TECHNOLOGY
CASE STUDY DIPSTICKS
- 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
RURAL REBRANDING CONTINUED
CASE STUDY- EDEN PROJECT
- 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
Costal Rebranding
CASE STUDY BLACKPOOL
- 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.
Flagship Rebranding
CASE STUDY BIRMINGHAM
- 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
Cultural rebranding
CASE STUDY LIVERPOOL
- 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
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
Sustainable rebranding
CASE STUDY LECISTER
- 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
CASE STUDY CURITIBA
- 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
Sustainable rebranding continued
CASE STUDY BARCELONA
- 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
Cities in decline
CASE STUDY DETROIT
- 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
Success or Failure
CASE STUDY FAILURE IN NEWCASTLE
- 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
Success or Failure
CASE STUDY CANARY WHARF- SUCCESS STORY?
- 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
Rebranding through sport
CASE STUDY LONDON OLYMPICS
Economic
- 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
Social
- 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
Environment
Vast areas of contaminated brownfield sites in the area. Rivers have been used as toxic dumps
Rebranding through sport
OLYMPICS CONTINUED
Legacy
- 40,000 homes and lots of jobs
Players
- 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
KEY WORDS
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
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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