7/28/2019 Rebranding What Do i Need to Know

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1 Time to rebrand

Enquiry question: What is rebranding and why is it needed in some places?

How places re-invent and market themselvesby regeneration and re-imaging to attract work,residents and visitors.

Ideas for rebranding towns and the countryside focusing on leisure and tourism, National Parks,

culture, festivals etc to create a sense of identity and community.

Why rebranding is needed in some places and the social, economic and environmental

processes involved.

Case studies/examples

Reasons for rebranding London Docklands (Urban), Liverpool (Industrial/Urban) Cornwall (Rural) and Coastal

(Blackpool/Hastings)

2 Rebranding strategies

Enquiry question: Who are the rebranding players and what strategies exist for places to improvethemselves?

The potential role of players in the rebranding process.

Range of rural rebranding strategies (post production countryside) e.g. food towns, food products, farm

diversification, rural industry (enterprise), rural heritage and tourism, festivals.

Range of urban rebranding strategies e.g. cities of Sport, sustainable Cities, arts and heritage (culture),

retailing, themed events and specialist areas.

Case studies/examples

Players in the rebranding process Jerwood Gallery Hastings/ London Olympics 2012

Range of small examples of rural rebranding (a few ideas):

- Cornwall (Eden Project/Broadband)

- Big Sheep Devon rural tourism/farm diversification

Range of small examples of urban rebranding (a few ideas):

- Liverpool and London Docklands (culture, retail, business, residential, specialist areas, events)

- Blackpool/Brighton (seaside resort rebranding)

- London 2012 Sport as a Catalyst

- Hastings (business, retail, art and specialist areas)

Rebranding for a sustainable future

- Dongtan

- London 2012 Legacy