Rebranding

1. Rebranding What is it and why is it needed?

2. Definition • This is about both re-imaging and regeneration. • What is the difference between regeneration and re-development? • Think of the talk the lady gave us last week about Chatham

3. What can be done? • Many places use a range of strategies by which they re-invent themselves in an attempt to provide a prosperous future. • Why is rebranding necessary? Spiral of decline, cycle of poverty, economic re-adjustment and social problems. • How is rebranding brought about? • Diversification of jobs, landscape improvement, sports tourism, and innovative/sustainable technology- case study would be London in the 80s./ Newquay / Eden project/ SE London- Olympics 2012 • Rebranding is about bringing changes to the economy, social and environmental aspects of that area/region! • http://www.centreforcities.org/home.php • Rebranding for new Edexcel A level

4. Research into Rebranding • We visited the Eden Project- • Using your knowledge and using both Primary and Secondary resources tou can investigate how this area has become a success story.

5. A plan to do research

6. When doing research what are you looking for?

7. What is Re-imaging? • It is more than just visual appearance. It includes the reputation of a place and importantly how people view the place as internal users (residents) and external users (visitors) • At a local level the Local college needs rebranding: • Strategies used may be changing its name, logo, facade;, What type of image is it trying to portrait? • You need to appreciate a wide variety of schemes, approaches and locations

8. Why is rebranding necessary? • Here we are looking at the social, economic and environmental aspects: • Rural- Rebranding may be necessary due to a change in Industry,e.g. South Wales became a Ghost Area after the coal mines shut down., low employment opportunities, farming in decline, limited availability for transport, Ageing population so a change in needs,e.g. Bournemouth changes in cinemas to Gala Bingo’s. So what about the young? • Lack of services- Post offices, hospitals, Universities, Social amenities

9. Why is rebranding necessary? • Urban- Loss of function, mining, textiles, competition from out of town retailing causing the loss of functions and services, sink suburbs, etc

10. Why is rebranding necessary? • Coastal- decline in the fishing industry, competition from DIY overseas holiday/cheap flights, remoteness and inaccessibility, changes in high concentrations of migrant labour, high concentration of the elderly, high housing costs, loss of young blood for other opportunities, loss of schools, spiral of decline

11. Fieldwork and research • Students should use a techniques toolkit • Exploration of the “drosscape”- identify these regions which are usually tracts of abused land on the peripheries of cities where urban sprawl meets dereliction, for example- Supercasino In Manchester on derelict land

12. Images • Designs

13. Using GIS • manchester super casino - Google Maps

14. Toolkit • Questionnaire • Document analysis- the image being portrayed in adverts, websites, etc- • Go to www.medway.gov.uk to see about the Regeneration of Chatham • Environmental quality surveys, eg. Index of decay • A “placecheck form” can be used as a basic way or evaluating a rural or urban landscape • http://www.placecheck.info/placecheck_form.htm

15. Rebranding strategies • Stakeholders- large companies, residents, environmental agencies, local council, private enterprise, businesses • Research must focus on both urban and rural examples • Fieldwork must be case study centred. • Research secondary evidence of change, e.g. photographs showing change, changes in employment, visitor profile and catchment area. • Qualitative evidence can be recorded in the form of personal sketch maps and place profiles, i.e. a base map annotated with photo’s illustrating change. • Rebranding for a sustainable future is a medium to longer term approach. • Use case studies and research activities to assist you, Geofactsheet on Barcelona and Athens provides contrasting examples.

16. Managing urban/rural rebranding • Use qualitative (Qualitative research is a field of inquiry that crosscuts disciplines and subject matters . Qualitative researchers aim to gather an in-depth understanding of human behavior and the reasons that govern human behavior. Qualitative research relies on reasons behind various aspects of behavior) and and semi-quantitative research (Quantitative research is the systematic scientific investigation of quantitative properties and phenomena and their relationships. The objective of quantitative research is to develop and employ mathematical models, theories and/or hypotheses pertaining to natural phenomena in order to evaluate success)

17. A variety of schemes • You need to promote the analysis of different schemes, for e.g. a comparison of sport-led regeneration versus heritage tourism. London 2012 • The notion of success can be further developed about how urban areas promote themselves and become more successful. Is this a desirable outcome with more visitors being attracted?