5.b. The placemaking process of rebranding constructs a different place meaning through reimaging and regeneration.

• Why places rebrand through reimaging and regeneration to construct a different place meaning. How a range of strategies can be used to rebrand places, such as sport, art, heritage, retail, architecture and food. These can be used singularly or in conjunction to change a place meaning. A range of players and their role in placemaking, including government/EU funding, corporate bodies, not for profit organisations and community groups. How and why some groups of people contest efforts to rebrand a place.

Regeneration

Regeneration is the long-term process involving social, economic, and physical action to reverse decline and create sustainable communities

Reimaging

Reimagining is the remodelling of areas to counter negative perceptions and provide 'post-industrial' functions e.g. retailing, leisure, tourism

Reimaging + regeneration =

Rebranding

Rebranding

Rebranding is the way or ways in which a place is re-developed and marketed so that it gains a new identity -> improving people's perceptions about a place. It can then attract new investors and visitors.

Why do places rebrand

In today's increasingly globalised world, places are competing not just regionally, but nationally and internationally for investment. This investment might be from the private sector, such as TNCS or from a government body, such as the EU. Places seek to rebrand because their current brand isn't attracting sufficient investment.

Rebranding strategies - market-led

Involves private investors aiming to make a profit. Typically includes property developers, builders and business owners, for example those running restaurants, wine bars or retailing. Gentrification is typical of this strategy such as in Islington, London.

Rebranding strategies - top down

Involves large-scale organisations such as local authorities, especially their planning departments, development agencies and private investors such as insurance and pension fund managers. Several former dockland areas such as Salford Quays, Manchester are examples.

Rebranding strategies - flagship development

Large scale, one-off property projects with distinctive architecture. They act as a catalyst to attract further investment and regeneration. The Millennium Stadium in Cardiff is an example.

Rebranding strategies - legacy

Following international sporting events which brought investment and regeneration to a place. Examples include the Olympics in London (2012) and the Commonwealth Games in Manchester (2002).

Rebranding strategies - events or themes

Major festivals such as those associated with the European Capital of Culture, Liverpool (2008). This serves as a catalyst for the cultural development and the transformation of the city.

Elements involved in rebranding

Architecture - can reinforce a heritage look, promote more modern and forward looking energy in a place

Heritage - can revitalise a place, e.g. tourism focuses on which heritage in a region

Retail - 'shopping experience' is emphasised to increase customer's enjoyment and therefore positive associations in a place

Art - art galleries rebrand places

Sport - major intl sporting events can be the catalyst to rebranding

Food - some places have a reputation for high quality food

Can rebranding strategies be combined

Rebranding strategies can be used individually or in combination to alter the meaning and image of a place. For example art and sport can be used together.

Players involved in rebranding

Government, tourist board, banks, insurance companies, nonprofits, residents' associations, corporate bodies

Tourist board's role in rebranding

Promote and market the place to attract tourists, visitors and investment; develop tourism campaigns and help create a positive place image.

Government / EU's role in rebranding

Provide funding and investment; develop planning policies and infrastructure; can support regeneration projects through grants

Insurance company's role in rebranding

Provide private investment and finance for regeneration and development projects; invest in property and infrastructure to generate returns.

Nonprofits' role in rebranding

Support social, cultural, and environmental regeneration; represent particular community or social interests; may provide funding or organise projects

Residents' associations' role in rebranding

Represent local residents' views and interests; participate in consultations and planning decisions; can support or oppose rebranding proposals.

Corporate bodies' role in rebranding

Provide private investment; develop commercial, retail and leisure facilities; seek profit from increased economic activity and property values.

Do people like rebranding

It often changes the character of a place which isn't always welcomed by certain groups, e.g. local residents

for example, Liverpool ONE shopping centre was contested by residents as they felt it was only up-market and expensive shops, prioritising tourists over residents

How do groups contest rebranding?

Protests and demonstrations Petitions Campaign groups Public consultations Lobbying local government Legal challenges / objections to planning applications

Gentrification

Gentrification brings about a socio-economic change as wealthier people move into a neighbourhood. Their relatively large disposable incomes lead to changes in the types of local services available. Newsagents, corner shops and hardware shops can be displaced by restaurants, wine bars and specialist shops, such as boutique clothes and shoe shops. Rising property prices invariably accompany gentrification, forcing poorer residents, who cannot afford the increased rents and prices of goods and services, to move out.

How to measure success of rebranding - quantitative

Demographic change, crime stats, retail change, change in residents' occupations

How to measure success of rebranding - qualitative

Photographs before and after, map evidence, changes in design of buildings, changing perceptions for visitors and residen