Rebranding

Rebranding

Why is there a need to rebrand? (Urban)
1. Cities need branding because:
  1. Crime
    1. Antisocial behaviour
    2. Vandalism
  2. Poor neighbourhoods
  3. deprivation
  4. Poor schools
  5. Limited services
  6. Birmingham
    1. Issues
      1. 9.1% unemployment
      2. 37.1% no qualifications
    2. Rebranding strategies
      1. The Cube
      2. The Mailbox
      3. The Rotunda
      4. ICC
      5. Centenary Square
      6. '24-hour city'
      7. Players
        Urban Splash
        Matt Kelly
        Councillor
        Birmingham City Council
        The Big City Plan
Why is there a need to rebrand? (Rural)
1. Cornwall
  1. Reasons for rebranding
    1. Most deprived county in 2004
    2. Brain Drain
    3. Local GDP is 75% of national GDP
  2. Rebranding strategies
    1. Eden Project
    2. Growth of outdoor sports
    3. CUC local graduate schemes
      1. Neutralize
    4. 'Fifteen'
      1. Jamie Oliver restaurant
        Training disadvantaged local young people
2. Reasons
  1. Agricultural change
    1. Diversification
  2. Local depopulation
    1. The young relocate
  3. Changing rural economy
  4. Rural services disappearing
  5. Lack of transport
Key terms
1. Rebranding
  1. Developing a place to reposition its image and change people's idea of it, helping to 'sell' the place to a target audience.
2. Regeneration
  1. Positively transforming the economy of a place that has displayed symptoms of decline.
3. Reimaging
  1. Positively transforming the economy of a place that has displayed symptoms of decline.
4. Image of Place
  1. Geographic perceptions of places. Images create this perception.
5. Place v Space
  1. Spaces are geographical locations. Places are spaces that have been given meaning by people.
Why does the coast need rebranding?
1. Blackpool
  1. Past
    1. 17 million tourists
  2. Today
    1. Struggles to get more than 10 million tourists
    2. 11 year period, 6% drop in businesses
    3. 2006: average person was paid 23% less in Blackpool than in the country as a whole
    4. Multiple deprivation: key issue
  3. 1980s
    1. Package holidays took away tourism
  4. 1990s
    1. Northern cities took away Blackpool's weekend tourism
  5. 7% unemployment
2. Coastal issues
  1. Economic activity
  2. High crime
  3. Poor housing
  4. Poor health
  5. Low educational attainment
Rebranding involves a focus on:
1. Social
  1. To overcome the spiral of decline, deprivation and the cycle of poverty
2. Economic
  1. To improve job opportunities and bring income to the area
3. Environmental
  1. To improve derelict infrastructure and the quality of the environment
4. Political
  1. To raise money for projects through the 'bid industry', which is necessary for successful rebranding
Fieldwork and Research you have/could carry out to find out if an area needs rebranding (How would you build a place profile):
1. Fieldwork
  1. Place Check
  2. Questionnaires
  3. Interviews
  4. Photos
  5. Environmental survey
2. Research
  1. Place profile
    1. demographics
    2. GIS
    3. Blogs
    4. Quotes

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