Time to Rebrand

Rebranding uses a combination of reimaging and regeneration to reposition a places

image and to help sell it to a target audience. It is needed to break the spiral of decline
creating a virtuous cycle.
Regeneration positively transforming the economy of a place that has displayed
symptoms of decline and there is a varying need.
Re-Imaging= positively changing the standing and reputation of a place through specific
improvements
Need
Urban Rural Coastal
Deindustrialisation in
northern manufacturing
town creating
unemployment and poverty
Spiral of decline due to
economic problems
CBD= zones of discard
develop
Inner city=
deindustrialisation leads to
despair, dereliction and
decline creating a viscous
cycle
Multiple deprivation
Loss in industry
Environmental health
problems
o Decline in agriculture due
to sectoral shift and
countryside viewed as an
area of post-productionism
o Loss of jobs due to
mechanisation and
intensification of farming
and high profile disease
o Jobs are low paid and
seasonal leading to
depopulation
o Peripheral location viewed
as backward
o Disappearance of rural
services
o Farmers are reliant on
government subsidies
Cheap budget flights,
competition from
overseas
Decline in the fishing
industry
Out migration of
young people follows
and a spiral of
decline
Difficult to attract
private investment
Inaccessibility of
coastal resorts from
transport
Peripheral locations
High crime
Poor housing
How it is achieved
Social: - to overcome inequalities, deprivation and poverty
Economic: - Improve job opportunities and attract inward investment
Environmental:- to improve the general environment such as the removal of derelict
buildings
Political:- using bid industry(lottery finding) to generate income
Case Study - Liverpool:
Liverpools greatest economic time was in the mid-18
th
to the mid-19th century when it
was based on maritime industry.
By the 1970s the port began to decline from containerization
Liverpool lost almost half the population between 1930 and 2001
Why it needed rebranding?
- Lack of progress
- Skill levels were below average
- High crime rate Toxteth 1981 riots
- Low life expectancy and poor social cohesion

Location Blackpool on the Northwest coast was the urban area that I investigated for
need for rebranding

Research:-
Blackpoll Gazette:
- Shows deindustrialization and decentralization reporting job losses and closing down
business
GIS mapping Geograph.org
show dereliction by showing vacant buildings and building quality
- Show if regeneration is needed more than another place
Census data for www.ons.gov.uk
- will show depopulation and will give an index of multiple deprivation.
- Also give unemployment figures and show the quality of life
- Will show if there is a need for rebranding to create job

Fieldwork:-
Questionnaire:-
- Carried used 8 closed questions and one open at the end to obtain quantative data
that can be compared
- Pilot questionnaire was used to check the questions were clear and not ambiguous
- Carried out at a variety of times in the day
- it showed the main issues of unemployment that would need to be tackled
Land use survey:-
- Stratified sampling should be used to get a representative sample
- The condition and use of each building is recorded and compared to Goad maps to
see if there is an increases in the number of vacant shops
- This would show if the area is rundown Environmental quality Survey
- Helps determine the areas most at need of rebranding
Environmental Quality Survey
- Areas are given a score for greenery, dereliction, vandalism and quality of
pavements.
- The scores from 1-5 and the most important factor was weighted
- Shows if areas are rundown and neglected if rebranding is needed

Rebranding Strategies
Key Players Role
National and local
government
Funding To improve and area and to
increase income from taxes
and to gain votes
Urban regeneration
Corporations
Coordinating investment
and deciding which
areas to be rebranded
Like the Grosvenor Group
Private companies Funding and moving
into rebranded area
Publicity and profits to take
advantage of increase business
Real estate agents Letting commercial and
residential properties
Have their own interests and
are profit driven
Local Community Backing the rebranding
and help to decide
priorities
They want an area that is better
to live in and has improved
facilities, environment

Players are stakeholders, i.e. are individuals, groups or organisations who have an interest
in the development or outcomes of a particular project. Their role is as interested parties:
they may be involved financially or emotionally because the development is within a
neighbourhood close to where they live.

Urban
Flagships schemes are designed to make a radical change and to act as a catalyst
generating interest and are top down initiatives
Residential Improving existing housing or building new estates e.g. 1700 new
homes in New Islington, Manchester
Culture: Sheffield's cultural quarter launched in 1998 with opening red tape studio
Sport led: Stratford Olympic Park
- New facilities such the velodrome and swimming pool
- New affordable housing
- Lasting sports legacy
Retail: Birmingham CBD bullring shopping center and jewellery quarter
- Brinkley place in the CBD offices and shops
Heritage led: York known as Englands first city of history
Leisure tourism - Liverpool one
- Marriott and Hilton hotel are part of the Paradise project
- Liverpool 1 shopping center joins the town center and waterfront together with
shops like Ted Baker
Improved Transport- Manchester Trams

Rural
Food festival Ludlow, September
- To celebrate local food
Literary Festival - Hay on Wye
- Attract 80 000 people and provides an extra 3million each year
TV appearances (commodification) Tobermory
- Attracts and extra 160,000 visitors each year
- Contributes 5million to the local economy on Mull
Farm Diversification Cheshire Ice Cream Farm
- Increases farm income by 40%
Commodification Jurassic Coast World Heritage Site
Cultural Heritage Howeth, Bronte Sisters

Wessex heritage landscape
Promote tourism with slogan, "'The heart of ancient England.'
Focused of British history like Alfred the great and the myths of King Arthur and
Glastonbury tor.
Also building on Thomas Hardy 19th century Wessex novels
Also national parks of new forest and Jurassic Coast



Case Study:- Chatsworth house
Using TV appearances in Death comes to Pemberly, the Duchess, Pride and Prejudice
Attracts 750,000 visitors
16 events including flower show and Chatsworth International horse trials
Farm show generates 5 million a year and 120 permanent jobs

Case Study:- Cheshire Ice Cream Factory- On Farm Diversification
Located on the Bolesworth Estate and in 1986 the farm was diversified to make ice cream
and using valorisation

Receives 350,000 visitors a year

Employ local people part time

Supply's local business and hotels as well as promoting other attractions

But there is traffic congestion on the small minor roads.

Technology
Allows business to interact with customers regardless of physical proximity overcoming the
friction of distance
Cornwall: - Partnership with BT, Cornwall Enterprise and south west regional development
agency and EU objective one funding costing 12.5million

Sustainable: -
Need to have a balance of economic activity, protect the environment, society allowing
everyone to participate fully creating integrated decision making.

Legacy Case Study: -Barcelona
Transformed since the 1990s from and industrial to stylish city and reduced crime rate
Used two high profile events, 1992 Olympics and 2004 Universal Forum of Culture
Continues to be used for sport like the triathlon world series and 2014 Grand Prix figure
skating final
El Raval was run down in the 90s tenement buildings
Since 2002 cultural regeneration has taken place e.g. MacBA art museum was a flagship
scheme
Gentrification by bookshops and student cafs as well as luxury hotels
Success at tackling an ageing population by attracting young economically active
But local population where forced out and facilities were not for the benefit of locals
Case Study:- Newcastle
Series of local and government led schemes to tackle slum housing and dereliction
70% unemployment in Benwelt which is still high
Local people have not been consulted but there are tiny pockets of gentrification

Case Study:- Sheffield - Economic Disasters
Hosted the 2006 World Student Games
Created Massive debt for the city and caused and increase in local taxes
Local overcrowding and congestion
Managing Urban Rebranding

Location: the Liverpool Paradise project area
Use primary and secondary research that produces data thats quantative or qualitative
as well as objective or subjective

Research:-
GIS Mapping from geograph.org used to conduct a preliminary site visit to determine
which sites to visit and to make a comparison to gage the success of rebranding
Liverpool one website http://www.liverpool-one.com success document gave the
increased foot fall numbers from 8.8 million to 26.1 million as well as how it has
benefited the local area
Trip Advisor: - used obtain qualitative data and gave visitors views on what the area was
like and is now like eg. It was rated Excellent 147 times out of 266

Questionnaire:- It gave me peoples opinion on whether it was a success
- Carried used 8 closed questions and one open at the end to obtain quantative data
that can be compared
- Pilot questionnaire was used to check the questions were clear and not ambiguous
- Carried out at a variety of times in the day
- It gave me the local opinion on whether it was a success
- Presented in bar charts
Land use survey:- Shows if rebranding has increased retail occupancy and if there are
zones of assimilation
- Stratified sampling should be used to get a representative sample
- The condition and use of each building is recorded and compared to Goad maps
- Shows if rebranding has increased retail occupancy and if there are zones of
assimilation
Pedestrian Count
- Select several points around Albert Docks and the city center using systematic
sampling
- Count the number of people who go buy in one minute.
- Helped to gage which areas of regeneration where a success and if they were
drawing footfall away from others
- Presented in a isocline graph with choropleth shading

Results and Conclusions
Questionnaire:- It gave me peoples opinion on whether it was a success
- 38% of people interviewed came from more than 10 miles showing the project has
a reasonable large sphere of influence
- 46% of people rated the success of rebranding as 5 showing people view the
rebranding as successful
Land use survey:- Shows if rebranding has increased retail occupancy and if there are
zones of assimilation
- Along Church street 70% of units were used for retail and all were occupied
whereas at the end there was 86% occupancy
- Compared with GOAD maps it showed that retail unit size has increased meaning
rebranding has attracted bigger high-street names like John Lewis and occupancy
has increased
EQAs- used to measure the success of regeneration and if there were any signs of
dereliction
- Using a bipolar scale and the score were added up like outside M&S which scored
17 out of +25 whereas away from the main shopping street the Liverpool play house
score -4 out of +25
- Show the main street is sucking investment from business in the frame of the CBD

Research
GIS Mapping from geograph.org to back up my findings from the EQA and land use
survey as well as to add extra areas that we did not survey to give a more detailed
account and found Whitechapel Street was -6
Liverpool one website http://www.liverpool-one.com success document gave the
increased foot fall numbers from 8.8 million to 26.1 million as well as how it has
benefited the local area like 5000 new permanent jobs
Trip Advisor: - used obtain qualitative data and gave visitors views on what the area was
like and is now like e.g. It was rated Excellent 147 times out of 266

The data obtained shows that the rebranding has been successful at attracting to anchor
tenants and providing jobs in the local area but can be branded a partial success.

Evaluation
Fieldwork
Questionnaire:-
- Had a large sample size of 50 people and obtained quantative date
- It is subjective data and the questionnaire was not standardized
- Improved by using a standardized questionnaire and an even larger sample size
Land use Survey
- It showed Liverpool City focus and was a long transect of 1km
- Passes is not an accurate measurement and only one transect was done
- Use a tape measure to measure the width of building and carry out both sides of
the street. Take photos to back up data.
Headcounts
- Quantative and objective data a large number of areas were surveyed
- Hard to be accurate due to large numbers of people and carried out at different
times in the day
- Use a clicker to increase accuracy and repeat 5 times the use and average to get
an accurate result
Research
GIS Mapping from geograph.org used pictures to back up evidence
- Slightly outdated
Liverpool one website http://www.liverpool-one.com - An official website
- May manipulate figures to make it look more successful
Trip Advisor: - Large range of views of 266 people
- Information is subjective and more people write to complain than praise



Bradford Economic Success
Heritage tourism Based
10 million visitors in 2006
Employs 15,000 people
Tourism is worth 400million to the city

London Docklands - Success
First large government led project with top down investment
Tackling deindustrialisation and created a second CBD
Both environmentally successful by building on brownfield site and economically by
creating a boost to the national income
90,000 jobs creates in tertiary based industries


Eden project Cornwall Flagship scheme
The decline is due to a loss of primary industries like fishing, mining and quarrying since the
1970s
Cornwall has the lowest weekly wages in Britain leading to out migration of young people
Example of rural diversification and rebranding
A partnership approach between local people, business and council
2 million visitors a year
Positives
The projects buys 7million of local food every year
Created 500 jobs and a further 2500 in the wider area in
Generated an estimated 150million each year in extra revenue to local business
Negatives
The large number of visitors create serious traffic problems in the area especially in
summer lowering the quality of visitor experience and reducing chances or revisiting
Extra cars produce GHGs given the project focuses of environmental sustainability so
reduced entry prices for walkers and cyclists

Failure - Glastonbury Festival
High road congestion around the event
Crime rates increase by 30% over the long weekend of the Event
Festival produces millions of gallons of raw sewage which goes into the River Whitelake
60,000 cars and coaches come into the areas creating a smog over Pilton
Festival creates 1,000 tons of rubbish, very little of this is recycled