Rebranding strategies:
Rebranding elements:
A range of players and their role in place making:
Player/Stakeholder = Individual or organisation with an interest and or influence in actions,
decisions and operations. Includes:
Governments at various scales and regional government organisations (such as the EU’s
European Regional Development Fund which gives grants to assist projects which aid places
that fall well below the average income levels in the EU).
Corporate bodies (banks, insurance companies and development companies). Can carry out
physical developments, investing in/building large shopping malls is used to generate longterm regular flows of income for pension providers, for example.
Non-profit making organisations (the National Trust and local community groups).
How and why some groups of people contest efforts to rebrand a place:
Negative views of local residents because of gentrification:
Gentrification often leads to wealthier in-migration which changes the socio-economic
characteristics of the local population and the provision of services (corner shops to
restaurants and wine bars). Local house prices rise, forcing some locals out of the property
market.
Resentment as one group is favoured by rebranding:
Some retail developments suit a more affluent visitor, rather than those living in close
proximity where there is less affluence and a need for a different range of facilities. E.g =
Liverpool One, a large retail centre in inner-city Liverpool.
Negative attitudes regarding the focus of spending:
Varying opinions regarding costs and benefits of any rebranding project and new
services/facilities provided. In times of economic recession, when financial resources are
stretched, an expensive retail investment may not be seen as worthwhile at a time when
people have less disposable income.