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70414
Rebranding
Descrição
Geography Mapa Mental sobre Rebranding, criado por Kat17 em 04-05-2013.
Sem etiquetas
geography
geography
Mapa Mental por
Kat17
, atualizado more than 1 year ago
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Criado por
Kat17
mais de 11 anos atrás
236
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Resumo de Recurso
Rebranding
Why is there a need to rebrand? (Urban)
Cities need branding because:
Crime
Antisocial behaviour
Vandalism
Poor neighbourhoods
deprivation
Poor schools
Limited services
Birmingham
Issues
9.1% unemployment
37.1% no qualifications
Rebranding strategies
The Cube
The Mailbox
The Rotunda
ICC
Centenary Square
'24-hour city'
Players
Urban Splash
Matt Kelly
Councillor
Birmingham City Council
The Big City Plan
Why is there a need to rebrand? (Rural)
Cornwall
Reasons for rebranding
Most deprived county in 2004
Brain Drain
Local GDP is 75% of national GDP
Rebranding strategies
Eden Project
Growth of outdoor sports
CUC local graduate schemes
Neutralize
'Fifteen'
Jamie Oliver restaurant
Training disadvantaged local young people
Reasons
Agricultural change
Diversification
Local depopulation
The young relocate
Changing rural economy
Rural services disappearing
Lack of transport
Key terms
Rebranding
Developing a place to reposition its image and change people's idea of it, helping to 'sell' the place to a target audience.
Regeneration
Positively transforming the economy of a place that has displayed symptoms of decline.
Reimaging
Positively transforming the economy of a place that has displayed symptoms of decline.
Image of Place
Geographic perceptions of places. Images create this perception.
Place v Space
Spaces are geographical locations. Places are spaces that have been given meaning by people.
Why does the coast need rebranding?
Blackpool
Past
17 million tourists
Today
Struggles to get more than 10 million tourists
11 year period, 6% drop in businesses
2006: average person was paid 23% less in Blackpool than in the country as a whole
Multiple deprivation: key issue
1980s
Package holidays took away tourism
1990s
Northern cities took away Blackpool's weekend tourism
7% unemployment
Coastal issues
Economic activity
High crime
Poor housing
Poor health
Low educational attainment
Rebranding involves a focus on:
Social
To overcome the spiral of decline, deprivation and the cycle of poverty
Economic
To improve job opportunities and bring income to the area
Environmental
To improve derelict infrastructure and the quality of the environment
Political
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):
Fieldwork
Place Check
Questionnaires
Interviews
Photos
Environmental survey
Research
Place profile
demographics
GIS
Blogs
Quotes
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