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  1. 1. AS Geography Unit 2 REBRANDING PLACES
  2. 7. What is rebranding? Rebranding is the way or ways in which a place is re-developed and marketed so that it gains a new identity. It can then attract new investors and visitors. It may involve both re-imaging and regeneration. Re-imaging is the remodelling of areas to counter negative perceptions and provide “post-industrial” functions e.g. retailing, leisure and tourism. Regeneration is a long term process involving social, economic and physical action to reverse decline and create sustainable communities.
  3. 8. Brief history of regeneration <ul><li>From the 1970s deindustrialisation = redistribution of jobs between different sectors and places </li></ul><ul><li>Spatial concentration of manufacturing and traditional heavy industries = unemployment, disadvantage and deprivation </li></ul><ul><li>Urban regeneration looked to address these interlocking problems to reverse the processes of decline and social exclusion </li></ul><ul><li>2 decades of huge array of government led regeneration programmes </li></ul><ul><li>The 2 main regeneration funds identified with current government = New Deal for Communities + Neighbourhood Renewal Fund </li></ul><ul><li>New emphasis on tacking both physical decline and local economic and social infrastructure </li></ul><ul><li>Increasing involvement with other NGO/private agencies – transfer council housing to Housing Associations </li></ul><ul><li>Increasing community representation </li></ul>
  4. 9. Why the shift to rebranding? <ul><li>Lack of trickle down? </li></ul><ul><li>Social – benefits of flagships are not enjoyed by all residents </li></ul><ul><li>Spatial – concentration on specific spaces (based largely on profit potential) increases differences between parts of a city </li></ul><ul><li>Enhance the image of the city </li></ul><ul><li>Catalyst for further economic growth </li></ul><ul><li>New and exciting spaces </li></ul><ul><li>Attract new residents, businesses and tourists </li></ul><ul><li>Employment </li></ul><ul><li>Benefits to locals </li></ul>Criticisms? Expectations of flagship projects