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Rebranding Places Revision Guide

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

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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 termsSpace

Place

Flagship

development

Gentrification

Image of place

Post-

productionism

Sustainable

communities

Diversification

schemes

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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.

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Case Study: Liverpool and Blackpool

Urban: Why did Liverpool decline?

Coastal: Why did Blackpool/Brighton decline?

Rural: Why did Cornwall need to rebrand?

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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 ofrebranding 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 typesof scheme in different locations.

3. Annotate the players identified above into the spectrum below.

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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 toattract people to a place.

http://www.hastings.gov.uk/regeneration/who.aspxhttp://www.hastings.gov.uk/regeneration/who.aspxhttp://www.hastings.gov.uk/regeneration/who.aspx

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6. Regeneration and reimaging are normally tied to a particular brand which gives astrategy 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

http://www.liverpoolcitybrand.co.uk/about.phphttp://www.liverpoolcitybrand.co.uk/about.phphttp://www.liverpoolcitybrand.co.uk/about.phphttp://www.liverpoolcitybrand.co.uk/about.php

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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.

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Urban rebranding strategies

1. Define the following termCatalyst

Retailing

Commercial

Residential

Waterfront

2. Using examples you have studied describe the rebranding strategies used in urbanareas.

Strategies Description and examples

Cities of Sport

Sustainable cities

Arts and heritage

(culture)

Retailing

Themed events

Specialist areas

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Rebranding for a sustainable future

Many rebranding strategies accommodate elements of sustainable development.

3. Describe the following sustainable approaches to rebranding explain why they aredeemed sustainable.

Leicester, UK

Curitiba, Brazil

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