Unit 2 Rebranding

Unit 2 Rebranding

1. The need to rebrand

   • Cities in decline
     • Increase costs of upkeep
     • Loss of retailing from CBDs
     • Loss of offices from city centres
     • Factors influencing decline
       • PA p.294
       • Case study
         • Birmingham
   • Coalfield communities
     • Loss of jobs
     • Dereliction
     • Lack of education
   • Countryside in crisis
     • Challenges for the countryside
     • PA p.297
   • Problems a the seaside
     • Decline in physical and social environments
       • Problems in coastal areas
         • PA p.297
       • Case studies
         • Blackpool
         • Swanage
         • Boscombe

2. Rebranding Strategies

   • Players/Stakeholders
     • Public sector
     • Private firms
     • Sponsors
     • Voluntary sector
   • Approaches (PA p.302-303)
     • Bottom up
     • Top down
     • Partnerships
   • Rural rebranding
     • Building on what's there
       • Location
       • Physical environment
       • Cutural heritage
       • Human capital
       • Physical capital
     • Range of rural strategies
       • PA p.303
       • Local activities/farming
       • Integrated projects
       • rural heritage
       • specialist food towns
       • innovative arts/media
       • new technologies
       • rural energy
       • off-farm diversification
       • Local case studies
     • Role of technology
       • Switching on rural environments
         • Broadband - Cornwall
     • Farm diversification
   • Urban strategies
     • Sport and culture
       • Case studies
         • London Olympics
         • Manchester
         • Glasgow
     • City identity
       • Manchester - city of culture
       • Birmingham future city strategy
       • Northampton
         • Northampton Alive
           • Range of rebranding elements
     • Changing built environment
       • Shopping & commerce
         • Birmingham
         • London Docklands
     • Sustainability image
       • Curitiba, Leicester

3. Managing rural rebranding

   • Success of Rural Tourism
     • Case studies
       • Cornwall
       • Brampton Valley Way
     • Rural technology
       • Broadband in Cornwall
     • Rural/farm diversification
       • Local case studies

4. Managing urban rebranding

   • Flagship schemes
     • Birmingham
       • NEC
       • ICC
       • Bullring
       • Grand Central
   • Heritage tourism
     • Birmingham
       • Brindley place
       • Canal Basin
     • Nottingham
       • Robin Hood Museum & theme
     • Northampton
       • Boot & Shoe
   • Sport and leisure provision
     • London Olympics