Rebranding & Regeneration

Approaches

Rebranding occurs at a range of scales and is driven by a range of approaches. The aims and objectives of a rebranding project are unique to that particular example, however all rebranding attempts are aimed at improving the perception and experience of that place both for local people and to encourage outside investment to the area.

Rebranding:

Developments aimed at changing negative perceptions of a place making it more attractive to investment.

Regeneration:

The investment of capital and ideas into an area to revitalise and renew its socio-economic and environmental conditions.

Reimaging:

Developments associated with rebranding and usually involving cultural, artistic or sporting elements.

Market led

Involves private investors aiming to make a profit. Typically involves property developers, builders and business owners investing in areas where they see potential for growth.

e.g. Parkway, Newbury

Flagship Development

Large scale, one-off property projects with distinctive architecture. They act as a catalyst to attract further investment and regeneration.

e.g. Birmingham Central Library

Top Down

Involves large-scale organisations such as local authorities, especially their planning departments, development agencies and private investors such as insurance and pension fund managers.

e.g. Several former dockland areas such as Salford Quays, Manchester.

Legacy

Following international sporting events which brought investment and regeneration to a place. Through the regeneration of rundown areas to the ongoing use of sporting facilities once the event has finished.

e.g. the Olympics in London (2012) and the Commonwealth Games in Manchester (2002).

Rebranding Strategies

GENTRIFICATION.pdf

Gentrification

Video: Gentrification: economic, social and political effects

Gentrification

This more subtle rebranding tends to occur at a smaller scale. It is usually market led, with private investment responsible for improvements to the area. It is driven by newcomers to an area, with a higher socio-economic status whose presence changes the built environment of an area.

However, gentrification is a contested process. Inevitably as newcomers with a higher socio-economic status move in, house prices and rental costs rise often forcing local residents to move out of the area. The profile of the area is impacted with shops and services changing to meet the needs of more affluent residents.

IS Pre Reading

Flagship Developments.pdf

Flagship Developments

City Centre Regeneration.pdf

City Centre

Market Led Regeneration.pdf

Market Led

Retail Led.pdf

Retail Led

4 Urban Decline IS reading.pdf

Urban Decline

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