The Need to Rebrand
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The Need to Rebrand






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The Need to Rebrand The Need to Rebrand Presentation Transcript

  • The need to re-brand
    • Aim: To understand the reasons why rural and coastal areas need to re-brand
    • Urban re-branding is needed due to loss of function e.g. docks or mining. Cycle of poverty leading to deprivation, unemployment, poor housing and social problems
  • Read the Guardian article ‘Weathering the storm’ and mindmap some of the reasons why coastal areas on in decline
  • Think about what you have learnt so far about rebranding. How could these places be rebranded for the twenty-first century?
    • Exploration: A small number of tourists explore a new location, for personal adventure.
    • Involvement: Acceptance by the locals increases then the destination becomes more popular. Travel and accommodation facilities are improved.
    • Development: Local people become more involved and the area becomes established as a tourist destination, with a defined market. Package holidays begin.
    • Consolidation: Tourism has become an important economic and social activity. Resentment occurs. Numbers of tourists continue to rise but rate of increase slows down.
    • Stagnation: Increased local opposition to tourism, plus a growing awareness of environmental, social and economic problems, prevents further growth.
    • Rejuvenation: A secondary growth spurt brought about by a new impetus.
    Model of tourism development
    • Coastal decline of traditional fishing industry
    • competition from overseas holiday
    • Cheap flights,
    • Remoteness and inaccessibility
    • Challenges of high concentrations of migrant labour
    • High concentration of elderly
    • High cost of housing
    • Loss of young blood for other opportunities
    • (loss of schools, etc. — spiral of decline)
  • Down in the country
  • Reasons for re-branding: Rural Declining population Ageing society Limited employment opportunities (low paid, long travel distances) Agriculture in decline (low milk prices, bovine TB, etc.) Limited availability of public transport Lack of low-order retail services.
    • You are going to research the profile of a coastal and rural place in need of re-branding. You will then add this to your Docklands example of why places need to re-brand.
    • Read the article and choose a seaside resort. Choose a deprived rural area
    • Research the profile and ‘identity’ of your chosen places. Build up a fact file on why coastal and rural areas need to re-brand
    • Techniques toolkit: some examples
    • Exploration of an area —Use maps and other sources to produce a map of such locations.
    • Use of document analysis : what type of image is being portrait in adverts, websites, etc?
    • Use of census information to help build a profile
    • Find photographs and annotate them to help build up your profile
    • A ‘Placecheck form’ can be used as a basic way of evaluating a rural or urban environment: