rebranding case study

Question 1

what case study to use for rebranding?

Answer 1

Barcelona, Spain (second largest city), specifically the Raval
Capital on Catalonia, Spain

Question 2

why does Barcelona/ the Raval need rrebranding?

Answer 2

DEINDUSTRIALISATION- decline of industries e.g. brick- making/ textiles (unemployment+ derelict industrial areas)
reputation for CRIME, DRUG DEALING, PROSTITUTION

Question 3

who are the KEY PLAYERS?

Answer 3

• business community
• architects e.g. ANTONIO GAUDI
• private investors e.g. hotels, developers
• government (local- Barcelona City Council- and national- EU)
• residents+ local communities

Question 4

why was the rebranding CONTESTED?

Answer 4

• GENTRIFICATION due to MARKET- LED STRATEGIES as influx of wealthy population
• wealthy tourists make local residents feel EXLUDED from NEW FACILITIES (conflict between local+ tourists needs)
• property speculation increasing house prices- drives long- term residents out

Question 5

what crime is common where rebranding is contested?

Answer 5

graffiti

Question 6

overall conclusion of case study

Answer 6

• ECONOMICALLY SUCCESSFUL REBRANDING, but SOCIALLY DIVISIVE
• tension between creating GLOBAL BRAND and maintaining PLACE IDENTITY/ CULTURE

Question 7

REBRANDING strategies in barcelona

Answer 7

LEGACY STRATEGY: Olympics 1992- catalyst for regeneration to renovate run- down areas e.g. harbour+ beaches
* presented as a ‘one-city’ exercise to benefit local residents (social impacts)+ re-establish Catalan culture
* decisions about development at ALL STAGES, not just top-down
FLAGSHIP DEVELOPMENT: Barcelona Football Club- Stadium (NouCamp) of of worlds greatest sporting venues (holds 98,000)
THESE SHOW SPORTING ELEMENTS USED FOR REBRANDING
began 1980- 140 small projects e.g. public squares, better housing, transport routes, services like schools+ hospitals
BUSINESS COMMMUNITY- establish knowledge economy+ ‘VISION 2020’ aim to make Barcelona known for economic+ business growth, not just as a tourist destination
REIMAGING:
* DISTINCTIVE ARCHITECTURE: Antonio Gaudi- Sagrada Familia- UNESCO WORLD HERITAGE SITES- benefits tourist industry
* art galleries, restaurants, museums etc. (FOOD, ART, HERITAGE ELEMENTS)

Question 8

REBRANDING strategies in THE RAVAL

Answer 8

• north: REIMAGING (art galleries, shops etc.)
  FLAGSHIP CULTURAL BUILDINGS e.g. museum of contemporary art with international reputation
  PRIVATE INVESTMENT: FLAHSHIP HOTELS e.g. Barcelo Raval Hotel (financial commitment of rebranding)
  ASSOCIATED WITH GENTIRIFICATION- high socio- economic status population moving in
• south: more DEPRIVED- derelict industrial areas+ overcrowded residential areas
• RAVAL RAMBLA: significant regeneration (1700 properties demolished), pedestrianised+ holds festivals and markets, cost £5mil (80% from EU)
• student accommodation occupies refurbished buildings

Question 9

what types of REBRANDING STRATEGIES have occured?

Answer 9

flagship
legacy
market- led

Question 10

what REBRANDING ELEMENTS have been used?

Answer 10

food
art
heritage
sport