Rebranding

Rebranding

1. Why is there a need to rebrand? (Urban)

   • Cities need branding because:
     • Crime
       • Antisocial behaviour
       • Vandalism
     • Poor neighbourhoods
     • deprivation
     • Poor schools
     • Limited services
     • Birmingham
       • Issues
         • 9.1% unemployment
         • 37.1% no qualifications
       • Rebranding strategies
         • The Cube
         • The Mailbox
         • The Rotunda
         • ICC
         • Centenary Square
         • '24-hour city'
         • Players
           • Urban Splash
           • Matt Kelly
             • Councillor
           • Birmingham City Council
             • The Big City Plan

2. Why is there a need to rebrand? (Rural)

   • Cornwall
     • Reasons for rebranding
       • Most deprived county in 2004
       • Brain Drain
       • Local GDP is 75% of national GDP
     • Rebranding strategies
       • Eden Project
       • Growth of outdoor sports
       • CUC local graduate schemes
         • Neutralize
       • 'Fifteen'
         • Jamie Oliver restaurant
           • Training disadvantaged local young people
   • Reasons
     • Agricultural change
       • Diversification
     • Local depopulation
       • The young relocate
     • Changing rural economy
     • Rural services disappearing
     • Lack of transport

3. Key terms

   • Rebranding
     • Developing a place to reposition its image and change people's idea of it, helping to 'sell' the place to a target audience.
   • Regeneration
     • Positively transforming the economy of a place that has displayed symptoms of decline.
   • Reimaging
     • Positively transforming the economy of a place that has displayed symptoms of decline.
   • Image of Place
     • Geographic perceptions of places. Images create this perception.
   • Place v Space
     • Spaces are geographical locations. Places are spaces that have been given meaning by people.

4. Why does the coast need rebranding?

   • Blackpool
     • Past
       • 17 million tourists
     • Today
       • Struggles to get more than 10 million tourists
       • 11 year period, 6% drop in businesses
       • 2006: average person was paid 23% less in Blackpool than in the country as a whole
       • Multiple deprivation: key issue
     • 1980s
       • Package holidays took away tourism
     • 1990s
       • Northern cities took away Blackpool's weekend tourism
     • 7% unemployment
   • Coastal issues
     • Economic activity
     • High crime
     • Poor housing
     • Poor health
     • Low educational attainment

5. Rebranding involves a focus on:

   • Social
     • To overcome the spiral of decline, deprivation and the cycle of poverty
   • Economic
     • To improve job opportunities and bring income to the area
   • Environmental
     • To improve derelict infrastructure and the quality of the environment
   • Political
     • To raise money for projects through the 'bid industry', which is necessary for successful rebranding

6. Fieldwork and Research you have/could carry out to find out if an area needs rebranding (How would you build a place profile):

   • Fieldwork
     • Place Check
     • Questionnaires
     • Interviews
     • Photos
     • Environmental survey
   • Research
     • Place profile
       • demographics
       • GIS
       • Blogs
       • Quotes