Rebranding to represent areas as more attractive: changing public perception

Rebranding

• Attempts to represent an area as being more attractive by changing its perceived image. Physically regenerating an area often involves rebranding This is important to make it a successful location where people want to live and work or visit, in addition to making it attractive to investors - which adds to the wealth of the area.
• Rebranding uses media coverage, arts and events to enhance the image of the Positive news stories and public relations put the area in the spotlight and adverts, slogans and logos project aspirational images to the outside world, which quickly catch the attention of potential visitors and investors. 📝 The National Museum of the Royal Navy Hartlepool has a blue logo with a white frigate on it which stresses its maritime heritage as an historic port.

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Rebranding Deindustrialised Places

• This can stress the attraction of places by turning their industrial history into a heritage asset - with museums, historical trails and public art works celebrating past
  • Warehouses and old industrial buildings are redeveloped into apartments, shops, restaurants and office space and previous industrial land is used for building new hotels and accommodation. Canals, river frontages and quaysides are regenerated and turned into marinas and canals for Liverpool is a good example of a deindustrialised UK city that has regenerated and rebranded as a destination for tourism, leisure, arts and culture. The Beatles' heritage in particular has an international dimension and in 2014 Liverpool was the sixth most visited UK city by overseas visitors.

Rebranding Rural Places

• Post production countryside refers to rural areas that no longer make their income from primary production (fishing, farming, quarrying) The challenges of making farming pay and concerns over the environmental impacts of intensive farming have made rural areas more multifunctional - with tourism increasingly important in encouraging growth in rural areas.
• Rural areas are more difficult to rebrand owing to their relative Because of this, they tend to focus on quite a narrow 'brand' in order to attract specific types of visitors to stay in the area and spend money on local food and accommodation. Strategies include Literary associations eg. Bronte Country, Heritage eg. Northumberland Coastal Route, Outdoor Pursuits such as Forest Parks and Adventures 📝 eg. Zip World in Wales.
• In more accessible rural areas, farm diversification such as shops, cafes and paintballing is successful in attracting new income from people visiting on a regular basis - thereby replacing farming as a main source of
• In the UK, however, the rural economy tends to be very seasonal and weather