Rebranding Flashcards
Define rebranding
Marketing a place to give it a new identity in the consciousness of the public and business
Define reimaging
Countering negative images of places with booster imagery that promotes modernity, enterprising and post-industrial functions
Define regeneration
Regeneration is a long term process involving economic, social and physical actions
Why could rebranding be needed in an area?
- Attract inward investment and visitors
- Increase public or consumer awareness of changes that have/will improve the characteristic of a place
- To emphasise the distinctiveness and attractiveness of a place
- To discord negative images associated with deindustrialisation, crime etc.
How can a place become rebranded?
- Incidental outcome of regeneration (e.g. Gentrification)
- Carefully planned strategy
What is the process of rebranding?
Partnership between public and private sectors and involves range of stakeholders (e.g. Local authorities, investors, local community groups)
What are the effects of rebranding on perceptions, actions and behaviour of people?
Pros: - Changing former negative perceptions to attract visitors and investment
Cons: - Some people attached to memories of past ‘golden age’ (Habituation)
- Can increase NIMBYism (Not In My Back Yard) as conflict arise from local people and perceived negative changes (e.g. Increase in tourism)
What is rural rebranding?
Process by which rural areas attempt to revitalise to provide for a secure and prosperous future for their inhabitants
Why is rebranding needed in rural areas?
- Rural areas often characterised by either ‘rural idyll’ or depopulation and an ageing population
- Achieved by strengthening farming economy by diversification
Give some problems involved in rural rebranding
- Fundamental changes in the character of an area
- Driven out by rising property prices, due to second homes
- Discarding imagery connected with an agricultural heritage
- Farmers have limited set of skills
