For new Edexcel GCE Geography Specification - this seems to be the key resource on this topic judging by the searching I've done for some useful stuff for the page - if you have any useful things to add, get in touch by e-mail....

Rebranding is a change of image.... It is about the marketing of places to give them a new 'identity' in the public consciousness...

There are 4 KEY QUESTIONS once again for this unit:

1. Time to rebrand: What is rebranding and why  is it needed in some places ?

2. Rebranding Strategies: Who are the 're-branding' players ? What strategies exist for places to improve themselves ?

Difference between some smaller projects and the 'flagship' projects.

London Docklands

3. Managing rural rebranding: How successful has rebranding been in the countryside ?

We have some useful resources from a past GCSE Pilot paper on the marketing of Cornwall.

Also plan to go down to Cornwall in the summer of 2008 to get some suitable images.

4. Managing urban rebranding: How successful have urban area been at rebranding themselves ?

Need to consider a local area to develop some resources on.

Ideas on this page

FIRST THOUGHTS ON THIS UNIT

Firms sometimes do this with their products in order to target a new audience e.g. whatever happened to "more reasons to shop at Morrisons" ?

One of the most significant recent elements of restructuring in rural areas is the transition from an economy based on agricultural production to an economy based on the countryside as a form of commodity. In this transition process, different narratives or images of an area are produced to promote villages and other places in the countryside as commodities. Much of the literature takes it for granted that outsiders control the processes of branding rural areas, but our case study demonstrates that the producers (as well as potential consumers) of the countryside as a commodity can be insiders within a community.

Rural areas have sometimes been linked with TV.

"Last of the Summer Wine Country" - used to live close to Holmfirth...

"Heartbeat Country" - North Yorkshire Moors and Goathland

What others are there ???

We will probably use the example of KINGDOM COUNTRY.

This is the effect of the ITV drama "Kingdom", starring Stephen Fry, and filmed in Swaffham and other Norfolk locations.

One story I picked up from a recent Countryfile was the use of the term FARMERS' MARKET by Heinz to brand their soup. The people who started Farmer's Markets as a way of encouraging people to buy locally produced food are not pleased.

This fits in with ideas of redevelopment or regeneration. The POLAR INERTIA blog has some interesting materials in this direction.

Very often this is based around particular key buildings e.g. the impact of the Guggenheim on Bilbao. Also check out some recent GUARDIAN posters on major architecture...

We will perhaps use an idea that was suggested by a virtual colleague of taking a local place and rebranding it in a particular direction. It could be a derelict industrial site which is turned into a resort of some kind, or a local village or town which needs to have a new lease of life. Could focus on something such as adding a new pier to Hunstanton, or the old quarry into a Center Parcs style resort location.

Many cities have been looking at rebranding.

There was a very useful supplement in the Guardian on the 28th of November 2007. It looked at the North, and the rebranding of Scarborough and other northern cities. Can't find the articles online as yet.

Also a feature on the Yorkshire floods of 2007.

Worth checking out the CENTRE FOR CITIES website.

Just been reading the book: "Real England" by Paul Kingsnorth. Enjoying it a lot.... Some very useful details on Queen's Market...

This features a good item on QUEEN's MARKET: new BLOG POST has all the weblinks that you need.

http://newedexcelgeography.blogspot.com/2008/04/rebranding-places-is-regeneration.html

NATIONAL REBRANDING

An article in the Times in November 2007 talked about the rebranding of Scotland.

When visitors arrive in Scotland, they have previously been met with a sign saying "the best small country in the world"

Here are the details in the Daily Record.

CORPORATE REBRANDING

Obviously some brands are timeless, others change to remain fresh.

Some branding decisions are not good ones ("New Coke" anyone ?)

Do we need More reasons to go to Morrisons anymore ?

RURAL REBRANDING

More to come on this...

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