5.B - rebranding strategies Flashcards

1
Q

what is rebranding?

A

development aimed at changing negative perceptions of a place, making it more attractive to investment

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2
Q

what is reimaging?

A

developments associated with rebranding usually involving cultural, artistic or sporting elements.

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3
Q

what is a place’s brand?

A
  • a place’s brand is the popular image that place has aquired and by which it is generally recognised
  • objective (location)
  • subjective (safety etc)
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4
Q

why might places need to rebrand?

A
  • if a place has aquired a negative brand then rebranding can be attempted
  • in today’s increasingly globalised world, places are competing not just regionally, but nationally and internationally for investment
  • places seek to rebrand because their current brand is failing to attract sufficient investment
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5
Q

how are placemaking and rebranding different?

A
  • placemaking = physical aspects like making it look more presentable
  • rebranding = changing PERCEPTIONS of place (advertising etc)
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6
Q

what 3 key terms does rebranding involve?

A
  1. brand artefact (the physical environment)
  2. brand essence (people’s experiences of the place)
  3. brandscape (reputation of a place)
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7
Q

what is the brand artefact?

A

the physical environment

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8
Q

what is the brand essence?

A

people’s experiences of the place

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9
Q

what is the brandscape?

A

The reputation of a place

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10
Q

how can SPORT be used to rebrand places?

A
  • major international sporting events, such as the Olympic Games, a world cup or F1 Grand Prix, can be the catalyst that helps kick start rebranding
  • focuses on the LEGACY of the event
  • Bahrain has been very keen to establish itself on the F1 list of races as part of the rebranding of the place as a major hub at the global scale
  • sometimes it doesn’t work e.g. Rio Olympics
  • Bath Rugby central to the brand of Bath
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11
Q

how can ART be used to rebrand places?

A
  • both through art galleries and events
  • galleries such as the Guggenheim Museum in Bilbao and the tate gallery in St Ives have been pivotal in the rebranding of these places
  • art events such as the edinburgh and glastonbury festivals contribute economically and culturally to the image of where they are based
  • Banksy - Stokes croft rebranded around that graffiti (bottom up)
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12
Q

how can HERITAGE be used to rebrand places?

A
  • nearly always plays a role and can revitalise a place
  • the Wessex tourist board has based much of its rebranding of this rural region on the rich heritage of the region
  • e.g. ancient monuments such as Avebury and Stonehenge
  • the areas that need rebranding in the UK often link to their industrial past
  • e.g. SS GB, Titanic museum belfast, Stratford-Upon-Avon (shakespeare)
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13
Q

how can RETAIL be used to rebrand places?

A
  • Time space compression has changed retail rebranding. more independent shops due to a decline in highstreet
  • with the growth in importance of consumer spending and the increased emphasis given to the “shopping experience”, rebranding can be aided by retail developers
  • the flagship Selfridges store opened in 2003 has become an icon of the rebranding of central birmingham
  • further developments have followed in the area such as the rebuilding of New Street Station
  • Dubai has sought to raise its international profile through the shopping experience it offers
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14
Q

what is a flagship development?

A
  • large scale, one off property projects with distinctive architecture
  • they act as a catalyst to attract further investment and regeneration
  • e.g. Millenium Stadium Cardiff
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15
Q

how can ARCHITECTURE be used to rebrand places?

A
  • nearly always plays a role and can be used to reinforce a particular heritage look or promote the place as modern/forward looking
  • examples include the covent garden area in central London for the reuse of existing buildings
  • or the Pompidou Centre in Paris for the tranformative effect of radical design
  • architecture is not just about the look of a place, it can also alter how people use a place and thus change its image
  • O2, Sydney Opera House
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16
Q

how can FOOD be used to rebrand places?

A
  • some places have developed a reputation of high quality food to help their rebranding
  • Ludlow, a small market town in Shropshire, has become known as the “food town”
  • it has several restaurants w/ international reputations for fine dining, many specialist food shops and food festivals
  • Wapping Wharf
  • small, independent (expensive) food used. can be quite exclusive and will rule out certain areas of society.
17
Q

what is a market-led (topdown) strategy?

A
  • private investors looking to make a profit
  • typically includes private property developers, builders and business owners, for example those running restaurants, wine bars/retailing
  • gentrification is typical of this strategy
18
Q

what is gentrification?

A
  • the upgrading of inner city areas due to immigration and investment of higher income groups
19
Q

what are top down strategies?

A
  • involves large-scale organisations such as local authorities, especially their planning departments, development agencies and private investors
  • e.g. London Docklands
20
Q

how are governments involved in rebranding?

A
  • governments are needed to initiate the rebranding process and provide the funds to stimulate large scale projects
  • invest money to initially clean up an area and/or provide the infrastructure
  • the hope is to stimulate the multiplier effect by going on to encourage private investment
  • e.g. LDDC invested £4 bill to prepare Canary Wharf
21
Q

how are corporations involved in rebranding?

A
  • invest their money in regeneration projects
  • make their investments after the govts have begun the rebranding process
  • responsible for creating specific social projects/economic opportunities in line with the govts plans for the regeneration of the area
22
Q

how are NGOs involved in rebranding?

A
  • such as national trust, resident groups or community groups can influence rebranding on a smaller scale
  • more involved in social and environmental projects, meeting the needs of the communities they serve
  • e.g Local groups involved in the rebranding of the Bear pit
23
Q

rebranding can be a contested process:
CHANGING THE CHARACTER OF A PLACE

A
  • gentrification brings about socio-economic change as wealthier people move into a neighbourhood
  • their relatively large disposable income 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
24
Q

rebranding can be a contested process:
FAVOURING ONE GROUP OVER ANOTHER

A
  • some players/stakeholders benefit more than others from rebranding.
  • when liverpool one (a large shopping centre in inner liverpool) was developed, many local residents felt that regeneration would be of little benefit to them
  • the rebranding was felt to be more suitable for entrepreneurs and those living in the suburbs/outside liverpool
25
Q

rebranding can be a contested process:
DIFFERENCE IN PRIORITIES

A
  • development agencies may have different priorities from local residents
  • liverpool vision, the urban regeneration body working in inner liverpool, employed cheaper foreign labour rather than local people
  • it wanted to attract organisations and individuals from outside the local area, believing in this way it would help change Liverpool’s negative image
  • however, establised residents and existing owners of shops, offices and leisure facilities felt they were being ignored in the rebranding process
26
Q

why has rebranding been a contested process in east harlem?

A
  • demography and culture changes
  • landlords may benefit by selling but tenants won’t
  • BUT appears to be a positive outcome due to the many social issues