1. The Need to Rebrand L/O: To understand the social, environmental and economic reasons behind rebranding Starter Activity: Study the photo. Does this area need rebranding? Explain your thoughts using evidence from the photo. Source: Taken South of West Croydon Station

2. Quiz time…… What reasons can you give for an area going into decline? What are the 4 basic reasons for the way cities re-brand? What is a ‘spiral of decline’? What is Re-imaging? What is Regeneration? Task: Complete your glossary witht eh terms we have covered so far – use your text book to help you.

3. In summary there are 4 basic reasons for way cities rebrand Places are increasingly at risk as a result of changes in the global economic, political and technological environment. Places are increasingly at risk from the inevitable process of urban decay. Places are facing a growing number of competitors for limited resources. Places have to increasingly rely on their own resources to face competition.

4. Rebranding is needed when places are in decline A place can be in decline due to social, economic and environmental reasons. Each of these problems causes more issues creating a Spiral of Decline. Copy the Spiral of decline into your notes.

5. Task: What ideas can you come up with?

7. In the UK places that need rebranding fall into three categories… Urban Areas 1.Many industrial towns have lost their factories and suffered from massive unemployment in manufacturing jobs. 2.Loss of industry and unemployment creates economic problems as people live on low income and income support (welfare) 3.Economic problems causes people to move out of the area and look for work elsewhere. This leads to services closing (e.g. shops) and fewer job opportunities leading to further economic and social decline. 4.Rebranding is needed to encourage new investments that should bring jobs and money to the area. Improvements in housing and the environment will also attract people back to the area.

8. Rural Areas 1.The decline in agriculture in the UK has reduced employment and caused economic problems in rural areas. 2.The lack of job opportunities results in out migration of young people, resulting in an ageing population. 3.Services such as shops, schools and post offices close as people move away for work. This creates more economic problems and social isolation becomes worse 4.Attracting new business and tourists through rebranding will increase employment an services. This will then encourage young people to stay in the area, and new people to move to the area. Coastal Areas 1.Cheaper flights mean fewer people visit the UK coast line so resorts loose money and businesses are closing. 2.The decline of the fishing industry has also led to fewer jobs and further economic problems. 3.This leads to the out migration of young people causing more social and economic issues. 4.Rebranding encourages new investments and brings money and jobs to the area.

9. Rebranding can Use different Strategies Rebranding projects can focus on: Attracting tourists – with leisure and sports facilities, culture and arts. Improving conditions for residents – with better housing and more amenities. Attracting investments – with new shops, commercial buildings and waterfront developments. Rebranding can be achieved through projects that help to regenerate and re-image places: Regeneration: Developing new… -Housing, Shops, Commercial Buildings, Art and Cultural Centres, Technology, Leisure and Sport Re-imaging – Promoting… - Rural and Historical Heritage, Festivals, Food Towns, Links with the media, Leisure and Sport, Art and Culture

10. Flag Ship Projects Community Projects Rebranding can involve Flag Ship Projects or Community Projects Flag Ship Projects: Flag ship projects are large scale, expensive projects designed to make a radical difference to places image and generate new media interest. They are “top down” projects, which means the idea and funding comes from local or national government and “big business”. Community Projects Community Projects tend to be smaller then flag ship projects. They are “bottom – up” initiatives, which means they are started by local people at the bottom

11. Question Time! Explain how urban, rural and coastal areas in decline differ from each other? (6m) Describe why urban, rural and coastal areas in the UK may require rebranding? (6m) What is the difference between flag ship projects and community projects? (3m) HWK: Complete the worksheet for Doncaster.