Rebranding Players

What is involved in rebranding?

Who are the ‘rebranding players’ and what strategies exist for places to improve themselves?

Who are the rebranding players?

Rebranding players are all the people who are involved in the rebranding process. They are people’s whose opinions affects the process.  This includes; local residents, private investors, central government, local authority and many more.

How has Cornwall improved itself?

A range of techniques has been applied to rebrand Cornwall. These techniques all refer back to the what geographer call the ‘post-production countryside’. This means how the countryside should be used as farming declines even more.

  1. Farm diversification is the method in which farmers expand into other industries. As the industry has been in decline this method allows them to earn extra revenue for themselves and increase tourism. Lobb’s Farm Shop in Cornwall is farm which diversified into having a farm shop, tour scheme and even a visitor centre. This is now the second most visited attraction in Cornwall after the Eden Project.
  2. Rural heritage has been an important theme in many rural places it is equivalent to industrial heritage in urban areas. For example in Cornwall food has always been something of an importance so a lot of advertising has been done setting a very foodie image.
  3. The food image is something of pride to Cornwall. Jamie Oliver’s fifteen restaurants are based there and celebrity chef Rick Stein is also over there. Visitors and residents enjoy it so much that they now prefer to call Padstow, Padstein!
  4. Cornwall has also attracted visitors through arts and culture. Du Maurier festivals in May are held to attract people interested in art. Theatre, music and dance are now available at Hall for Cornwall in Truro.
  5. To prevent the brain drain of Cornwall, University College Falmouth and Exeter have joined to form the Combined Universities of Cornwall. This means that students are attracted by a wider range of courses and extra support schemes are run for those who open businesses in Cornwall. 
  6. For young tourists exciting places such as the Extreme Sports Academy at Watergate Bay have opened to attracted a more younger crowd.

How was the Docklands rebranded itself?

East London has been attracted with the stimulus the Olympic games 2012. Obviously with such a major event many flagship developments including the Olympics village and Olympics stadium. However, other developments such as Canary Wharf in Tower Hamlets have helped the town grow economically too.

The new identity of a more sporty and environmentally London has been promoted through advertising and documentaries on the development on the site. Young children are also given a chance to visit sites which are nearly done especially with London being ahead of time in this respect.

Sports has always been quite a successful catalyst. For example the 2002 Commonwealth games in Manchester really helped draw in tourists. The thing with sports that makes it such a good stimulus it leaves behind a legacy which helps provide a long-term income to an area.

Who are the key players involved in rebranding London Docklands?

  1. Local residents – their opinion are important as at the end of the day the transformation is taking place for them.
  2. Private investors– without them the process fails. They supply the most investment into an area.
  3. International Olympics committee as they decide where the Olympics is held and without them there would be no stimulus.
  4. Local Authority – they give the planning permission etc.
  5. The London Development Agency (LDA) – they are responsible for all urban development in London.
  6. Central government – they set aside money to invest in the process.
  7. Boris Johnson and TFL – they are responsible for transporting over a million people everyday and the main decisions that take place.
  8. Land owners – after all something that they own is involved.
  9. Designers, developer and engineers are the ones who have the ideas and skills to make the process happen.

Sustainability of the Docklands…

London has promised to make the Olympics as green as possible as well as leaving a sustainable legacy. Here are some things which are taking place:

  1. Brownfield sites and being gentrified and developed.
  2. Lea Valley Park is a length of greenery along the side of the river which is being developed in the run up to the olympics.
  3. Electrical Pylons are being dismantled and all wires are being placed underground.
  4. Soil which contains cyanide and mercury is just being replaced but it is being cleaned and put back into the ground which is a more time-consuming but sustainable method.
  5. 90% of the material used in the preparation of the games is supposed to be reusable material.
Advertisements

Urban Rebranding

How successful have urban areas been in rebranding themselves?

I studied London Docklands as a case study for urban rebranding.

How has the Docklands rebranded itself?

  1. The Olympics 2012 has given Eastern London a stimulus of sport for rebranding. Being such a major event it has been organised in an efficient fashion and many developments have come into the area.
  2. Flagship developments have been developing. This includes the Olympic village which has affordable housing in it and many forms of sports stadiums and studios.
  3. Industrial Heritage is also an important aspect. In the 1980s, St Katherine’s Dock in Tower Hamlets, went through the process of rebranding. We saw evidence of industrial heritage there for example, sculptures of elephant, names of buildings e.g. ‘Ivory house’ and even old window designs were kept in some buildings.
  4. Being a sports event many opportunities have come about in the way of sports. For example sports training facilities and many stadiums will be used as leisure spaces after the event.
  5. St Katherine’s Dock which was rebranded in 1980s, has emphasis in allowing people to walk along the River Thames and the docks. Water is keep aspect in the regeneration of St Katherine’s Dock.
  6. The Olympics 2012 has taken on the challenge to be the greenest games ever. This means that developments are not just taking place on greenfield site, but brownfield sites too. Soil in these sites contains cyanide and mercury and rather than replacing the soil, it is been decided to be cleaned and put back on o the land. It is more costly but it more sustainable.

How can we measure the success?

  1. Photographs – they give us a feel for the place and comparing it to the photos from the past we can make judgements whether the change has been successful or not.
  2. Maps – again the give us accurate description of the physical landscape of what a place used to be and comparing it to a map from today we can see the change. We can also monitored how has the access of the city changed. Using figures we can say whether the access has been a success or not in drawing in visitors.
  3. Census is a database which contains a range of information from the employment status to the average number of people living per room. The last one took place in 2001 so when the next one happens in 2011 we can see whether figures such as employment status has improved or not.
  4. Www.upmystreet.com’ is similar to the census but this gives us profiles of a place as well as photographs and statistics. Looking at how a place is doing on this website we can decide if they are doing well or not.
  5. Blogs and forums are also good places to see what peoples opinions are of places and looking at different time intervals might show us whether people are getting a more positive image after rebranding.