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Changing Spaces; Making Places > 5.b > Flashcards

5.b Flashcards

1
Q

All places have an image, but what does this image depend on?

A

All places have an image and this image depends upon how people perceive a place.

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2
Q

What is a place’s brand?

A

A place’s brand is the popular image the place has acquired and by which it is generally recognised.

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3
Q

What are objective aspects of a place’s brand?

A

Location.

If a place has acquired a negative brand or their current brand is failing to attract sufficient investment, then rebranding can be attempted through processes of reimagining and regeneration.

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4
Q

What are subjective aspects of a place’s brand?

A

Safety.

Atmosphere.

Level of economic activity.

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5
Q

Rebranding is the combination of what 2 other processes?

A

Regeneration and Reimaging.

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6
Q

What is rebranding?

A

Rebranding is the way or ways in which a place is re-developed and marketed so that it gains a new identity.

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7
Q

Why does a place rebrand? What sub-process of rebranding may be involved?

A

It can then attract new investors and visitors.

It may involve both re-imaging and regeneration.

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8
Q

What is reimaging?

A

Is this process of changing the negative perceptions that people can have of an area based on the regeneration that has happened.

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9
Q

What is regeneration?

A

Is when the physical environment of an area is improved socially, economically, and environmentally.

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10
Q

What are the 3 key elements of rebranding?

A

Brand artefact.

Brand essence.

Brandscape.

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11
Q

Outline ‘brand artefact’ as a key element of rebranding.

A

All about the urban environment.

Create a new environment.
Reuse the existing environment.
Remove the old environment.

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12
Q

Outline ‘brand essence’ as a key element of rebranding.

A

All about people’s experience of in the brand.

Living in the city.
Working in the city.
Visiting the city.
Talking about the city.

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13
Q

Outline ‘brandscape’ as a key element of rebranding.

A

All about the comparison with competitor cities.

Local.
Regional.
National.
International.

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14
Q

Briefly state what brand essence is.

A

People’s experiences of the place.

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15
Q

What features may be seen in a rural environment that influences brand artefact.

A

Dry stone walls or evidence of formal industry such as waste tips.

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16
Q

Briefly state what brandscape is.

A

How the place positions itself in relation to other competitor places.

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17
Q

What are the 5 strategies for rebranding a place?

A

Market-led.

Top-down.

Flagship Development.

Legacy.

Events or Themes.

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18
Q

Outline ‘market-led’ as a strategy for rebranding a place.

A

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.

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19
Q

Outline ‘top-down’ as a strategy for rebranding a place.

A

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.

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20
Q

Outline ‘flagship development’ as a strategy for rebranding a place.

A

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 and the ICC and Symphony Hall in Birmingham are examples.

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21
Q

Outline ‘legacy’ as a strategy for rebranding a place.

A

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).

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22
Q

Outline ‘events or themes’ as a strategy for rebranding a place.

A

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.

Consequently, the beneficial socio-economic development and impact for the chosen city are now also considered determining the chosen cities.

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23
Q

What are the 6 elements that assist in the rebranding process?

A

Architecture.

Heritage use.

Retail.

Art.

Sport.

Food.

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24
Q

How does ‘architecture’ assist in the rebranding process?

Give an example, and an example from Birmingham.

A

Nearly always plays a role. Not just about the look of a place. It can also alter how people use a place and thus change its image. Can be used to reinforce a heritage look or to promote the place as modern and forward looking.

E.g. Covent Garden, Central London for the re-use of existing buildings.

B-E.g. Victoria Square and water cascade, Council House/ Town Hall.

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25
Q

How does ‘heritage use’ assist in the rebranding process?

Give an example, and an example from Birmingham.

A

Nearly always plays a role. Can revitalise a place.

E.g. Wessex tourist board has replaced its rebranding for this rural area on the rich heritage of the region (ancient monuments, myths, and legends - e.g. Alfred the Great and King Arthur).

B-E.g. Canals, Cadbury Factory.

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26
Q

How does ‘retail’ assist in the rebranding process?

Give an example from Birmingham.

A

Huge importance of consumer spending and increased emphasis given to ‘shopping experience’, rebranding can be aided by retail developments.

E.g. Flagship Selfridges store Birmingham, opened in 2003 has become an icon of the rebranding of Central Birmingham. It triggered further rebranding of the area including the new building of the Bull Ring Centre and New Street Station.

Other examples from Birmingham include: Harvey Nichols, and the largest John Lewis.

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27
Q

How does ‘art’ assist in the rebranding process?

Give an example, and an example from Birmingham.

A

Rebranding through art galleries and art events. Art events such as Edinburgh and Glastonbury contribute economically and culturally to the image of the place.

E.g. Tate Gallery, St Ives Cornwall has been pivotal to the area.

B-E.g. Birmingham employs more in the creative arts than any other city, (other than London).

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28
Q

How does ‘sport’ assist in the rebranding process?

Give an example, and an example from Birmingham.

A

Major international sporting events can be the catalyst the kick start rebranding.

E.g. Olympic Games, Stratford East London. Totally regenerated the housing, infrastructure, environment, and facilities in the local area.

B-E.g. National Indoor Arena, European and World Indoor Athletics Championships.

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29
Q

How does ‘food’ assist in the rebranding process?

Give an example.

A

Some places have developed a reputation of high-quality food to help in their rebranding.

E.g. Ludlow, Shropshire - has become known as the ‘food town’. It has several restaurants with international reputation for fine dining, food festivals and specialist food shops.

30
Q

Why did industry decline in Birmingham from the 1980s? What did this lead to?

A

Factories closed due to outsourcing and a greater focus on tertiary employment.

31
Q

What did the industry decline of Birmingham in the 1980s lead to?

A

Led to a spiral of decline, where factories closing led to job loss and high unemployment.

32
Q

The closing of factories, job loss, and unemployment meant what for Birmingham?

A

Less regressive tax was being paid into the area, and there was less money to invest in employment opportunities, education, and healthcare.

The decline then continued as people migrated elsewhere.

Regeneration and rebranding was much needed.

33
Q

When did the International Conference Centre open? Where is it built?

A

1991 (the first major rebranding project in Birmingham).

Built next to one of the poorest estates in Birmingham.

34
Q

What often happens at the International Conference centre?

A

There are often orchestra performances, which can inspire young people.

35
Q

What is an issue with the socioeconomics of the International Conference Centre?

A

However, due to the working class nature of the area, most local people cannot afford to buy tickets.

36
Q

How much did it cost to construct and regenerate The Mailbox? When did it open?

A

£150 million top market shopping centre which was opened in 2002.

37
Q

What is The Mailbox used for?

A

It used the old Royal Mail sorting office, and is imaged as exclusive and high end through additional BBC offices and a hotel on the top floor.

38
Q

What type of site was The Mailbox built on? Why did this require then?

A

Used a brownfield site.

These meant that limited building materials were needed.

39
Q

Why was it not an issue that The Mailbox had high project costs?

A

Despite the high costs of the project, it encourages spending and, therefore, more tax collection.

40
Q

What does The Mailbox need? Why may this not be achievable?

A

The Mailbox needs a local labour force, but locals may not be able to afford products in the stores available.

41
Q

As The Mailbox cannot rely on a local labour force, who does it attract instead?

A

Instead, it attracts tourists and an upper class demographic to the area.

42
Q

Who might avoid The Mailbox?

A

Young people may avoid this building due to high security.

43
Q

What is Brindley Place?

A

Brindley Place is a redevelopment of the Birmingham waterfront.

44
Q

How much did it cost to redevelop Brindley Place?

A

£350 million.

45
Q

When did Brindley Place open?

A

Opened in 1999.

46
Q

Why is Brindley Place successful?

A

It is a successful tourist attraction, as it has an art gallery and a Sealife Centre.

47
Q

What large company provides job opportunities?

A

There are also RBS (Royal Bank of Scotland) offices, which could create additional jobs.

It has created more local jobs, and has helped to improve the aesthetics of Birmingham.

48
Q

Where is the Bull Ring located?

A

Located where markets have been since 1166.

49
Q

Why was the Bull Ring Centre an important aspect of re-imaging?

A

It helps reassure locals that their community won’t be damaged by the flagship scheme.

50
Q

When did the Bull Ring open? How much did it cost? How many people visit it each year?

A

It was a £530 million project that opened in 2003, attracting 35 million visitors per year.

51
Q

What is the second busiest shopping centre in the UK?

A

The Bull Ring.

52
Q

How many jobs has the Bull Ring Centre created?

A

8,000 jobs in the area.

53
Q

What may happen if the Bull Ring experiences a greater demand for services?

A

May lead to price increases for goods, which will negatively impact on locals who would have otherwise benefitted from lower prices.

54
Q

An increase in visitors to the Bull Ring may lead to what?

A

An increase in air pollution and CO2 emissions.

55
Q

Other than: Brindley Place, The Mailbox, and the Bull Ring - name 2 examples of Flagship schemes in Birmingham.

A

Symphony Hall.

Selfridges.

56
Q

What is the role of ‘governments’ in the rebranding process?

A

Funding and promotion of a place.

57
Q

What is the role of the ‘European Regional Development Fund’ in the rebranding process?

A

Funding: gives grants to assist projects (especially infrastructure) to help places that fall below average income levels in the EU.

58
Q

What is the role of the ‘EU Social Investment Fund’ in the rebranding process?

A

Funding: gives grants to assist projects (especially infrastructure) to help places that fall below average income levels in the EU.

59
Q

What is the role of the ‘European Investment Bank’ in the rebranding process?

A

Funding: gives grants to assist projects (especially infrastructure) to help places that fall below average income levels in the EU.

60
Q

What is the role of ‘Corporate Bodies’ in the rebranding process?

A

Funding.

Physical Development.

Invest in and build up large shopping malls, which generates long-term regular flows of income.

61
Q

What is the role of the ‘Non-Profit Organisations’ in the rebranding process?

A

Campaign for and invoke change.

62
Q

What is the role of the ‘Community Groups’ in the rebranding process?

A

Invoke change but are also massively affected (positively and negatively) by rebranding.

63
Q

Give an example of how governments have assisted in the role of rebranding, in Birmingham.

A

Local government has attracted inward investment to fund the construction of the NEC and expansion of the airport.

HS2 - UK Governments flagship transport development.

64
Q

Give an example of how the European Regional Development Fund have assisted in the role of rebranding, in Birmingham.

A

Money has gone into a variety of projects e.g. improving insulation in run down social housing and building premises for start up SME’s.

Funding for ICC and Symphony Hall.

Funding for HS2 phase 1.

65
Q

Give an example of how the EU Social Investment Fund have assisted in the role of rebranding, in Birmingham.

A

£235 million secured for 2014-2020.

66
Q

Give an example of how European Investment Bank have assisted in the role of rebranding, in Birmingham.

A

€39.2 million maximum contribution for HS2 phase 1.

67
Q

Give an example of how corporate bodies have assisted in the role of rebranding, in Birmingham.

A

Contributed to the HS2 project.

£700 million investment in New Street Station by National Rail, private developers, and retailers (e.g. John Lewis).

68
Q

Give an example of how non-profit organisations have assisted in the role of rebranding, in Birmingham.

A

Canal and River Trust System - charity set up in 2012 to oversee the cleaning up of the canal system.

69
Q

What 3 factors make rebranding a contested process?

A

Change in character of a place.

Favouring one group over another.

Difference in priorities.

70
Q

Outline ‘change in character of a place’ as a factor making rebranding contested.

A

Gentrification: process by which former low income inner city housing districts in ACs are invaded by higher income groups e.g. Notting Hill.

Brings socioeconomic change, wealthy move to neighbourhood.

Larger disposable incomes leads to changes in types of local services e.g. corner shops turning into a boutique clothes shop.

Property prices increase.

Poorer residents forced out.

71
Q

Outline ‘favouring one group over another’ as a factor making rebranding contested.

A

Some players benefit from rebranding more than others.

Bull Ring/ Mailbox -> locals felt it didn’t fully benefit them.

Rebranding fell to entrepreneurs, and young professionals living in the suburbs or outside Birmingham.

72
Q

Outline ‘difference in priorities’ as a factor making rebranding contested.

A

Development agencies may have different priorities to local residents.

Liverpool vision. The urban regeneration body in Liverpool employed cheap foreign labour rather than locals.

It wanted to attract organisations from outside the local area to help change Liverpool’s negative image.

Local residents and existing shop owners, however, felt they were being ignored by the rebranding process.

Changing Spaces; Making Places (10 decks)

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