What is re-branding?
Making changes to a place to alter people’s idea of it as a place.
What is re-imaging?
Changing a place from somewhere that looks bad to somewhere that looks good
What are examples of rebranding strategies?
New York has used slogans to change their image:
- The Big Apple (attractive to families and old people)
- The Sinatra “city that never sleeps” (attractive to younger people waning to experience nightlife)
What is an examples of a re-imaging?
“Smutty hens cop ban”
- Move is part of a crock down on hen and stag dos which will also see drunk revellers hauled off trains before they even reach Tenby in Pembrokeshire.
What may target groups be with rebranding strategies?
Visitors, residents and employees, business and industry, or exporters
What is an example of Urban rebranding?
Titanic Quarter Belfast
Why was the Titanic Quarter rebranded?
- Big ship warehouses was not needed, as ship building potential was on a decline.
How much was invested into the Titanic Quarter?
£4.9 million - to transform it into a 4-star hotel show.
What investment (companies) has occurred in Titanic quarter as a result of the development?
- Audi and Premier Inn have started to invest.
What are the positive impacts of Titanic Quarter?
- Northern Ireland Science Park has begun to grow again with investment in the IT.
- “Titanic Belfast” visitor centre welcomed a million visitors in its first year.
- £105 million of additional tourism has resulted - 803 additional jobs in the Belfast economy.
What are the negative impacts of Titanic Quarter?
- Highly-skilled people working in construction have lost their jobs - leading to unemployment. Could lead to outward migration.
- Overcrowding of people may occur, as well as pollution being produced during construction.
What is an example of rural rebranding?
Bronte Country, Haworth
Why did rebranding occur in Haworth?
To attract tourism and diversify the area to reduce the level of young outward migration
How did rebranding occur?
- Focus on the landscape described by the Bronte Sisters and by Kate bush in Wuthering heights.
- Incorporated small animals holdings, b&bs, cottages, ‘glamming tents’ and Airbnb’s
What was examples that the rebranding in Haworth was successful?
- Tour de Yorkshire was back in Bronte Country
- Dragon Boat Festival was hauled a big success
What are positive impacts of Haworth?
- Economy boosted as a result of the increase in tourism.
- Social improvement due to more money brought into the local economy. This is especially true as Bronte is very deprived.
- Services may improve - e.g. improved bus services.
What are negative impacts of rebranding in Haworth?
- People that have moved there for a quiet may be annoyed with the increase in population into the area.
- Agriculture has decreased, which means employment may have decreased for locals.
- Need for more housing, may lead to further development, meaning building on ground.
