- Rebranding aims to improve an area
--> its image
--> change people's perceptions
--> encouraging more people to come to the area
- Rebranding can include
- regeneration - making actual improvements to the area e.g. new buildings + services
- re-imaging - using marketing to improve the image and reputation of a place (makes people aware of improvements)
- Aimed at internal users (residents + employees) and external "customers" (visitors + potential investors)
- Can include improving quality of life for residents, attracting new residents, tourists and business investment
--> "virtuous cycle" created (ideally) - multiplier effect
- Needed when a place is in decline
--> this can be due to social, economic and environmental problems (can also be political or demographic)
--> these can create more problems resulting in a spiral of decline
Areas to Rebrand - Urban
- Unemployment base?
- Poor reputation?
- many industrial towns have lost factories resulting in massive decline in manufacturing.
- resulting in high unemployment, creating economic problems as some may have to live on low income or welfare
- economic problems can lead to spiral of decline as people migrate away from the area to look for work
--> services close --> fewer job oppurtunities --> further decline
- rebranding needed to encourage new investment which should bring jobs + money to the area
--> improvements in housing + local environment attract people back to area
Areas to Rebrand - Rural
- Transport issues?
- Limited work?
- Agricultural change?
- Backward reputation?
- Decline of agriculture has led to reduced employment + economic problems
- lack of job oppurtunities leads to out-migration of young --> ageing population
- services (shops, schools, post offices) close due to out-migration of people for work --> spiral of decline --> economic + social isolation worsen
- attracting new business + tourists to area through rebranding increases employment + services
--> encourages young to stay + new people to move to area
Areas to Rebrand - Coastal
- Decline in tourism?
- Loss in fishing?
- No investment?
- cheap flights abroad mean fewer British tourists visit UK
--> resorts are losing money + businesses are closing
- decline of fishing industry resulted in fewer jobs + further economic issues
- leads to out-migration of young + spiral of decline
- rebranding encourages new investment, bringing employment + wealth to the area
Rebranding - The Options
Rebranding usually has a number of aims:
- Economic: to replace a 'lost' economic sector w/ a new one, creating employment and a positive multiplier
- Environmental: to improve the built environment to the point that an area is able to project a new, attractive image as a place to be, rather than a place to avoid
- Social: to encourage population growth and a more diverse population in terms of age, socio-economic group and possibly culture/ethnicity
Various different strategies
- Attracting tourists - with leisure + sports facilities, culture + the arts
- Improving conditions for residents - w/ better housing + more amenities
- Attracting investment - w/ new shops, commercial buildings + waterfront developments
Rebranding can be acheived through regenerations/reimaging projects
- commercial buildings
- art + cultural centres
- leisure + sports
Development + Projects
- large-scale, expensive, top-down initiatives
- designed to make radical change to an area's image + generate media interest
- funding comes from local/national gvnt.
--> should bring success to workers at "bottom" who reap benefits from income that flagship dev. can bring (through tourists)
- smaller than flagship, bottom-up initiatives
- started by local people
- National parks
- Rural + historical heritage
- food towns
- links w/ media
- leisure + sports
- art + culture centres
Having a focus on one strategy can speed up rebranding process through acting as a catalyst resulting in further change elsewhere within the area
--> spiral of regeneration in area as jobs provide employment + income
--> boosting economy + social environments
- EU Money
- Regional Development Agencies
- Local Councils
- Business + Industry
- Local people + communities
- Property Developers