Rebranding (point 5b)

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

Players involved in rebranding

Government, toursit board, banks, insurance companies, nonprofits, residents' associaitons

Do people like rebranding

It often chanhes the character of a place which isn't always welecomed by certain froups, e.g. local residents

for example, liverpool one shopping centre was contested by residents as they felt it was only up-market and expernsice shops, pioritising tourists over residents

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 - qualitiative

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