Reasons for rebranding:
- Apartheid – this had given a very negative view of the area, as there had been lots of racial discrimination, which was not a positive thing
Rebranding schemes and results:
- The catalyst for rebranding was the Football World Cup in 2010
- Priority was to become an area of consumption rather than production
- Poor quality housing was converted and redeveloped into better quality, more expensive residential areas
- Surveillance within societies became a priority and resulted in a decrease in crime rates
- Emphasis on arts, such as the building of a new theatre – attract more people into the area for cultural reasons
- Slums in Soweto region – more vegetation and greenery was introduced to the area to make it more pleasant and appealing with better quality of life for the residents
Local and Far Place Studies