Reasons for rebranding:
- Deindustrialisation during the 1970s and 1980s
- Unemployment doubled between 1971 and 1981, reaching nearly 21%
- Housing was very old and mostly poor quality terraced
- 40% of people were living in poverty, 15% in severe poverty
Rebranding schemes and results:
- £2 billion investment from the public sector – money could be put into various aspects of the economy
- By 2008, unemployment had dropped to 4%
- Liverpool became the 5th most popular destination for shopping in the UK – attracting more visitors who want to shop – a positive characteristic, giving a more positive image of the city
- Tourism increased a lot, reaching 1.7 million per year – became a more appealing area, so gained a more positive image