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Changing Spaces; Making Places

Rebranding through reimaging and regeneration

  • 2 things to know
  • Component 02

Overview

Recall questions on rebranding, reimaging and regeneration, why places rebrand, sport, art, heritage, retail and food as strategies, the Bilbao effect, why strategies are combined, the players who fund them, contested rebranding and gentrification, and resistance in Brixton and Shoreditch.

What you need to know

Answer each one before you reveal it.

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Key term

Why do places need to rebrand?

Key term

Why does reimaging without regeneration usually fail?

Questions from this subtopic

Each one with the model answer underneath.

  1. 1

    Define rebranding in the context of places.

    Model answer

    Rebranding is the process of giving a place a new identity and meaning so that it is perceived differently by investors, visitors and residents.

  2. 2

    Distinguish reimaging from regeneration.

    Model answer

    Reimaging changes how a place is perceived, through marketing, events and culture, whereas regeneration changes the place physically and economically through investment in buildings, infrastructure and jobs.

  3. 3

    Why do places need to rebrand?

    Model answer

    Because the loss of their former industry has left dereliction, unemployment and a negative image that deters the investment, workers and visitors they now need to attract.

  4. 4

    Why does reimaging without regeneration usually fail?

    Model answer

    A new image raises expectations the place cannot meet, so if derelict sites, poor housing and a weak job market remain, visitors and investors do not return and the campaign is seen as empty.

  5. 5

    How is sport used as a rebranding strategy?

    Model answer

    Hosting events and building stadia brings deadline-driven infrastructure investment and worldwide coverage, as with Barcelona's 1992 Olympics, which opened the city towards its waterfront, and London 2012, which redeveloped the Lower Lea Valley around Stratford.

  6. 6

    How is art used to rebrand a place?

    Model answer

    A landmark gallery or public artwork draws visitors and media attention and signals confidence; Gateshead used the Angel of the North and the BALTIC, and Margate used the Turner Contemporary.

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