AS Geography Unit 2REBRANDING PLACES

What is rebranding?

Rebranding is the way or ways in which a place is re-developed and marketed so that it gains a new identity. It can then attract new investors

and visitors. It may involve both re-imaging and regeneration.

Re-imaging is the remodelling of areas to

counter negative perceptions and provide “post-industrial” functions e.g. retailing, leisure and

tourism.

Regeneration is a long term process involving social, economic and physical

action to reverse decline and create sustainable

communities.

Brief history of regeneration• From the 1970s deindustrialisation = redistribution of jobs between

different sectors and places• Spatial concentration of manufacturing and traditional heavy

industries = unemployment, disadvantage and deprivation• Urban regeneration looked to address these interlocking problems to

reverse the processes of decline and social exclusion• 2 decades of huge array of government led regeneration

programmes • The 2 main regeneration funds identified with current government =

New Deal for Communities + Neighbourhood Renewal Fund• New emphasis on tacking both physical decline and local economic

and social infrastructure• Increasing involvement with other NGO/private agencies – transfer

council housing to Housing Associations• Increasing community representation

Why the shift to rebranding?Expectations of flagship projects Criticisms?

•Enhance the image of the city•Catalyst for further economic growth•New and exciting spaces•Attract new residents, businesses and tourists•Employment•Benefits to locals

•Lack of trickle down?•Social – benefits of flagships are not enjoyed by all residents•Spatial – concentration on specific spaces (based largely on profit potential) increases differences between parts of a city