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Rebranding Catalysts

Rebranding Catalysts. What can speed up rebranding?. What is a catalyst and what does it do?. Usually a “Flagship” project/building. E.g Fenwicks in Whitefriars. A centre piece, it leads the way. Sets the tone for an area. It doesn’t need to just be a building.

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Rebranding Catalysts

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  1. Rebranding Catalysts What can speed up rebranding?

  2. What is a catalyst and what does it do? • Usually a “Flagship” project/building. • E.g Fenwicks in Whitefriars. • A centre piece, it leads the way. Sets the tone for an area. • It doesn’t need to just be a building. • Sport team/stadium – AFL/A-League in Sydney. • Arts centre – St. Ives Tate Gallery. • Music hall – Glasgow + Newcastle. • Cultural centre – Folkestone. • Depends on the location of where is being rebranded • Manufacturing town. • Coastal resort. • Rural • CBD

  3. Legacy Projects. • Legacy is the idea that a major event/project will leave behind a system of infrastructure and developments which will have a positive impact on the local community, economy and environment and help to speed up the rebranding rate. E.G. London 2012 Manchester 2002 Sydney 2000 European Capital of Culture 2008 (Liverpool) Leicester 1990 first ‘UK Environment City’

  4. Sydney’s Olympic Story Tasks • Read P262 – 265 • Answer Q 1 – 5 • Answer Q 6 + 7 • Explain what was done in order to re-brand the Olympic area of Sydney. • Extension Answer the Exam question on P265

  5. Dockside/Waterfront Developments • A centre for development. • Lifestyle image • Circular Quay + Darling harbour Sydney. • Docklands London • Portsmouth • Southhampton • Gateshead Newcastle • Liverpool Docks

  6. Dockland’s rebranding • Brain storm what has happened in the Docklands area in London.

  7. Dockland’s rebranding Tasks • Read P252 – 255 • P255 Answer Q 4 + 5 • P255 Answer Q 6- 10

  8. Homework • Research an example of regeneration in another city such as Leeds, Cardiff or Newcastle. Write a 500 word case study and include illustrations.

  9. How do we study rebranding? • Different techniques used to investigate rebranding. Establishing a place profile. 1) Primary Data collection. A range of techniques are available. • Environmental quality surveys. • ‘Place check’ forms. • Questionnaire. • Recording the ‘Drosscape’. • Internet blogs and forums. 2) Secondary Data collection. • Websites – list. • Google Earth

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