Rebranding Places Revision Guide

Rebranding Places Revision Guide Time to rebrand What is rebranding and why is it needed in some places? Rebranding tries to improve a place and attract people and investment. It is all about the brand – the image or symbol given sell or promote a to a product 1. Define the following terms: Rebranding Regenerating Reimaging

How can be rebranding be achieved? There are various strategies that can help places reinvent themselves to become attractive to visitors, residents and people seeking to invest. 2. Describe the aims of rebranding under the following headings. Environment

Social

Economic

Political

The need to rebrand 3. Complete the table below describing why a place might need to rebrand. Economy

Environment

Image of area

4. Define the following terms Space Place Flagship development Gentrification Image of place Postproductionism Sustainable communities Diversification schemes

Each of these different areas face their own particular challenges, problems and reasons for decline. 5. Complete the table below stating these issues. Towns and cities

Countryside

6. Draw a diagram to explain the cycle of decline in some cities.

Coastal areas

Case Study: Liverpool and Blackpool Urban: Why did Liverpool decline?

Coastal: Why did Blackpool/Brighton decline?

Rural: Why did Cornwall need to rebrand?

Rebranding Strategies Who are the rebranding players and what strategies exist for places to improve? The rebranding Players It is important to understand who is responsible for rebranding. In the UK it does not ‘just happen’. There are always key players but these differ depending on the type and location of rebranding initiative. 1. Define the following terms: Stakeholders Top down Bottom up Partnership approach Legacy

2. Identify the players involved in urban and rural rebranding. Urban

Rural

Rebranding may also operate along a ‘spectrum’. Different players may initiate different types of scheme in different locations. 3. Annotate the players identified above into the spectrum below.

4. Describe the role of the players involved in the rebranding of Hastings. http://www.hastings.gov.uk/regeneration/who.aspx Player

Role

Rebranding may involve re-imaging, re-imagining, and redevelopment. Places need to refresh their identities, as well as attract new investment and encourage physical, economic and social renewal

5. Using the diagram above complete a flow chart showing how factors link together to attract people to a place.

6. Regeneration and reimaging are normally tied to a particular ‘brand’ which gives a strategy a focus and a public face. Logos’s have become a crucial part of this. Describe the Liverpool ‘Brand’: http://www.liverpoolcitybrand.co.uk/about.php

Rural Rebranding Strategies 1. Using examples you have studied describe the rebranding strategies used in rural areas. Strategies Food towns

Food products

Farm diversification

Rural industry (enterprise)

Rural heritage and tourism

Festivals

Description and example(s)

2. Define the following terms: Commodification Valorisation Adding value locally

3. Describe the possible commodities offered by the countryside: Physical environment Cultural heritage

Human capital

Social capital

4. Annotate the map below showing the rebranding of Cornwall using technology.

Urban rebranding strategies 1. Define the following term Catalyst Retailing Commercial Residential Waterfront

2. Using examples you have studied describe the rebranding strategies used in urban areas. Strategies Cities of Sport

Sustainable cities

Arts and heritage (culture)

Retailing

Themed events

Specialist areas

Description and examples

Rebranding for a sustainable future Many rebranding strategies accommodate elements of sustainable development. 3. Describe the following sustainable approaches to rebranding explain why they are deemed sustainable. Leicester, UK

Curitiba, Brazil