4.9

Question 1

What is rebranding

Answer 1

• ## developing a place to change or improve its image and public opinion through regeneration and reimaging

Question 2

Purpose of rebranding

Answer 2

Designed to make places
- more competitive
- attract new investment,residents and visitors
- gain a new, improved identity

Question 3

What is reimaging

Answer 3

• improving the reputation of a place using marketing to make it more attractive to outsiders
• uses media coverage, art and events to enhance the image of urban and rural locations
  Eg
• positive news stories during regeneration
• advertising in newspapers and online

Question 4

Ways of rebranding a deindustrialised area

Answer 4

• create an identity and focus on their industrial heritage by:
• celebrating industrial history with museums, historical trails and public artworks
• redeveloping warehouses into apartments, shops etc
• regenerating canals etc into marinas

Question 5

Glasgow rebranding - before

Answer 5

• Glasgow was an industrial city focused on shipbuilding before cheaper overseas competition led to the industry
• before rebranding it had a reputation of: industrial decline, high unemployment, poor housing, crime, deprivation, grey, unsafe

Question 6

Glasgow rebranding - during (Scotland with style)

Answer 6

• 1.5 million rebranding campaign
• used to attract high end tourism, reinforce image as a cool city for young professionals and compete with cities like Manchester
  Impacts:
• Attracting tourists to Glasgow on short breaks, making £23 million in revenue
• boosted hospitality and retail sectors
• helped it host large sporting events such as 2007 uefa cup final

Question 7

Glasgow rebranding - during (people make Glasgow)

Answer 7

• In 2013, the slogan “People Make Glasgow” replaced the former slogan to help promote the city in the lead-up to Glasgow’s Commonwealth Games
• used to celebrate glasgows people and promote the city as diverse and inclusive
  Impacts:
• helped g;a show be seen as warm, open and globally connected
• successful and community driven

Question 8

Rural rebranding strategies

Answer 8

• Farm diversification (e.g. Campsites) and specialised products (e.g. cheese products)
• Outdoor pursuits and adventure in inaccessible and remote areas e.g. paintballing, climbing, whitewater rafting
• Heritage and literary associations e.g. Brontë country

Question 9

Aim of rural rebranding

Answer 9

• In-crease the amount of national and international tourists
• Improve services and transport links for locals
• Provide a wider source of income other than the traditional employment sectors of agriculture and forestry

Question 10

Kielder rebranding - before

Answer 10

• remote and isolated are in Northumberland
• historically reliant on forestry and farming which both declined
• few job opportunities led to out migration
• seen as dull, rural and empty
• offers digital detox packages
• ‘star studded escape’
• promoted for cycling, hiking, water sports
• kielder observatory
• installed contemporary art and architecture
• focus on eco tourism
• 17 new lodges opened to increase the capacity for overnight visitors
• Kielder Water and Forest Park attract 350,000 annually
• Wild at Kielder Festival to celebrate wildlife
• KielderFest to celebrate cycling

Question 11

Kielder rebranding - during

Answer 11

• offers digital detox packages
• ‘star studded escape’
• promoted for cycling, hiking, water sports
• kielder observatory
• installed contemporary art and architecture
• focus on eco tourism

Question 12

kielder rebranding - after (impacts)

Answer 12

• 17 new lodges opened to increase the capacity for overnight visitors
• Kielder Water and Forest Park attract 350,000 annually
• Wild at Kielder Festival to celebrate wildlife
• KielderFest to celebrate cycling

Question 13

Brontë county rebranding - before

Answer 13

• The rural village of Haworth (located west of Bradford) was the birthplace of the famous authors, the Brontë sisters (Wuthering Heights, Jane Eyre)
• leans into literary heritage with a Brontë museum at their family home attracting visitors)
• Refronting shops in a victorian style to restore its traditional character
• hosts events such as 1940s weekend
• rebranding has included supporting quirky shops, tearooms, book stores etc
• Repairing natural stone paving and footpaths on Main Street
• Introducing a new Bronte bus route, designed to promote the area’s attractions

Question 14

Brontë county rebranding - during

Answer 14

• leans into literary heritage with a Brontë museum at their family home attracting visitors)
• Refronting shops in a victorian style to restore its traditional character
• hosts events such as 1940s weekend
• rebranding has included supporting quirky shops, tearooms, book stores etc
• Repairing natural stone paving and footpaths on Main Street
• Introducing a new Bronte bus route, designed to promote the area’s attractions

Question 15

Brontë county rebranding - after

Answer 15

• It is a tourist hotspot, with 11.8 million visitors in 2018