1. AS Geography The course will be assessed by examination only
Unit 1: Global Challenges
60%
1 ½ hour summer exam
Unit 2: Geographical investigations
40%
1 hour January exam
Crowded Coasts
Rebranding places (Mrs Williams)

2. L/O: to understand what rebranding is.
What is rebranding?
L/O: to understand what rebranding is.

3. Can you identify these famous brands?

5. Midland Bank

8. Windscale

9. Millennium Dome

10. What other ‘things’ can you think of that have been re-branded?
Add any comments about the re-branding….did it work? Why was it done?....

11. But rebranding is not just about changing a name ….

12. It’s about changing image and perception …

13. And changing content …

14. Re-branding Places

15. Images of Places
Which places (town, city, region…) do you have a POSITIVE image of?
What is that image?
Do you know if it is TRUE image?

16. Images of Places
Which places (town, city, region…) do you have a NEGATIVE image of?
What is that image?
Do you know if it is TRUE image?

17. Unit 2: Rebranding Places
Time to rebrand: What is rebranding and why is it needed in some places?
Rebranding strategies: Who are the “rebranding players” and what strategies exist for places to improve themselves?
Managing urban rebranding: how successful have urban areas been in rebranding themselves?
Managing rural rebranding: How successful has rebranding been in the countryside?

18. What is rebranding?
Rebranding is the way or ways in which a place is re-developed and marketed so that it gains a new identity to attract work, investment, residents and visitors. It may involve both re-imaging and regeneration.
Re-imaging is the remodelling of areas to counter negative perceptions and provide “post-industrial” functions e.g. retailing, leisure and tourism.
Regeneration is a long term process involving social, economic and physical action to reverse decline and create sustainable communities.

19. Rebranding Aims to Improve a Place and its Image
Rebranding is aimed at internal users (e.g. residents and employees) and external users (e.g. tourists and potential investors).
It occurs at all scales from rebranding individual villages to changing the image of entire countries like China
Its aims can include improving the quality of life and attracting new residents, tourists and businesses.
Ideally a “virtuous cycle” is created (Cumulative Causation Model).
More
Regeneration – new houses, shops etc.
More tourists, residents and investors.
Residents have more hope and higher self esteem.
Virtuous Cycle
Better image 19

20. Task
Read the Article “Building the Brand: Reimaging cities” from the Guardian – read for gust and identify any words or phrases that you are not sure about
Using a highlighter, highlight the key points
In pairs, write 5 bullet points to summarise the key points from the article

21. Tasks
Read through and make notes from the worksheet: Why do places need to rebrand?
Read through the GeoFile: Urban and Rural Deprivation in the UK.
Text mark any reasons you see for why an area may need rebranding.
Answer Focus Questions 1, 2 and 3
HWK: Consider 3 areas in Chesterfield that you know have been rebranded. Find out what it used to be and how long ago this existed, when it was rebranded and assess how successful you think that development has been. Explain your answer for each. 21