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









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 terms
Space


Place


Flagship
development

Gentrification

Image of place

Post-
productionism

Sustainable
communities

Diversification
schemes










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.



















Case Study: Liverpool and Blackpool
Urban: Why did Liverpool decline?














Coastal: Why did Blackpool/Brighton decline?














Rural: Why did Cornwall need to rebrand?

















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 of
rebranding 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 types
of scheme in different locations.
3. Annotate the players identified above into the spectrum below.



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 to
attract people to a place.







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










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.





Urban rebranding strategies
1. Define the following term
Catalyst

Retailing

Commercial

Residential

Waterfront


2. Using examples you have studied describe the rebranding strategies used in urban
areas.
Strategies Description and examples
Cities of Sport




Sustainable cities




Arts and heritage
(culture)





Retailing




Themed events




Specialist areas





Rebranding for a sustainable future
Many rebranding strategies accommodate elements of sustainable development.
3. Describe the following sustainable approaches to rebranding explain why they are
deemed sustainable.
Leicester, UK








Curitiba, Brazil