Escolar Documentos
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Cultura Documentos
Time to rebrand
What is rebranding and why is it needed in some places?
Rebranding tries to improve a place and attract people and investment. It is all about the
brand the image or symbol given sell or promote a to a product
1. Define the following terms:
Rebranding
Regenerating
Reimaging
How can be rebranding be achieved?
There are various strategies that can help places reinvent themselves to become attractive to
visitors, residents and people seeking to invest.
2. Describe the aims of rebranding under the following headings.
Environment
Social
Economic
Political
The need to rebrand
3. Complete the table below describing why a place might need to rebrand.
Economy
Environment
Image of area
4. Define the following terms
Space
Place
Flagship
development
Gentrification
Image of place
Post-
productionism
Sustainable
communities
Diversification
schemes
Each of these different areas face their own particular challenges, problems and reasons for
decline.
5. Complete the table below stating these issues.
Towns and cities Countryside Coastal areas
6. Draw a diagram to explain the cycle of decline in some cities.
Case Study: Liverpool and Blackpool
Urban: Why did Liverpool decline?
Coastal: Why did Blackpool/Brighton decline?
Rural: Why did Cornwall need to rebrand?
Rebranding Strategies
Who are the rebranding players and what strategies exist for places to improve?
The rebranding Players
It is important to understand who is responsible for rebranding. In the UK it does not just
happen. There are always key players but these differ depending on the type and location of
rebranding initiative.
1. Define the following terms:
Stakeholders
Top down
Bottom up
Partnership
approach
Legacy
2. Identify the players involved in urban and rural rebranding.
Urban Rural
Rebranding may also operate along a spectrum. Different players may initiate different types
of scheme in different locations.
3. Annotate the players identified above into the spectrum below.
4. Describe the role of the players involved in the rebranding of Hastings.
http://www.hastings.gov.uk/regeneration/who.aspx
Player Role
Rebranding may involve re-imaging, re-imagining, and redevelopment. Places need to refresh
their identities, as well as attract new investment and encourage physical, economic and social
renewal
5. Using the diagram above complete a flow chart showing how factors link together to
attract people to a place.
6. Regeneration and reimaging are normally tied to a particular brand which gives a
strategy a focus and a public face. Logoss have become a crucial part of this.
Describe the Liverpool Brand: http://www.liverpoolcitybrand.co.uk/about.php
Rural Rebranding Strategies
1. Using examples you have studied describe the rebranding strategies used in rural areas.
Strategies Description and example(s)
Food towns
Food products
Farm diversification
Rural industry
(enterprise)
Rural heritage and
tourism
Festivals
2. Define the following terms:
Commodification
Valorisation
Adding value
locally
3. Describe the possible commodities offered by the countryside:
Physical
environment
Cultural heritage
Human capital
Social capital
4. Annotate the map below showing the rebranding of Cornwall using technology.
Urban rebranding strategies
1. Define the following term
Catalyst
Retailing
Commercial
Residential
Waterfront
2. Using examples you have studied describe the rebranding strategies used in urban
areas.
Strategies Description and examples
Cities of Sport
Sustainable cities
Arts and heritage
(culture)
Retailing
Themed events
Specialist areas
Rebranding for a sustainable future
Many rebranding strategies accommodate elements of sustainable development.
3. Describe the following sustainable approaches to rebranding explain why they are
deemed sustainable.
Leicester, UK
Curitiba, Brazil