2. How are places created through place making processes?
Key Idea 5b: The placemaking process of rebranding constructs a different place meaning through reimaging and regeneration.
Learning Objectives:
To understand the different elements involved in rebranding.
Read page 183.

3. Task 1: Using page 183, complete the table explaining the different elements involved in the rebranding process. Make sure you include examples.
Element
How used
Examples
Architecture
Heritage
Retail
Art
Sport
Food

4. Elements used in Rebranding
How used
Examples
Architecture
Either to reinforce a particular heritage look or to promote a modern look.
Central Birmingham
Convent Garden, London
Pompidou centre, Paris
Heritage
Uses the history of a place to attract visitors.
Wessex (parts of Dorset, Somerset and Wiltshire)
Retail
Uses consumer spending and the idea of shopping as a leisure activity when combined with eating out or visiting a cinema. Often involves flagship stores in distinctive architecture, refurbishment of existing shops and streets.
Dubai
Art
Uses art events and permeant galleries( some with distinctive architecture) to attract visitors.
Tate Gallery, St.Ives Cornwall
Sport
Uses major events to reimage and attract visitors and investment.
F1 Grand Prix Bahrain
Food
Uses specialist and high quality food and dining to attract visitors.
Chinatown, London.

5. Who are the key players and stakeholders involved in the rebranding process?
1) What do we mean by a “player” or “stakeholder”?
2) Give some examples.
3) Read pages and list the different types of players/stakeholders involved in rebranding; give examples and specify the role that each player/stakeholder plays in this process.
Player/Stakeholder
Example
Role
Government/EU
Corporate Bodies
Non-for-profit organisations
Community Groups

6. Rebranding can be a contested process
Why is rebranding often a contested process?
Because it is often brings changes to the character of a place, something that is not always welcomed by certain groups, particularly local residents, due to different perspectives and ideas about what should be changed and how it should be changed.
What 3 aspects of rebranding often bring about conflict and contention? Use examples to show why.
Bringing about changes to the character of a place, often as a result of gentrification. Gentrification brings about socio-economic change and as wealthier people move into a neighbourhood, their relatively larger disposable incomes can lead to changes e.g. local services may change – local newsagents and corner shops may be displaced by restaurants, cafes, specialist shops etc. Also rising property prices which accompanies gentrification, forces out the poorer residents.
e.g. Islington, London.

7. Rebranding can be a contested process
What 3 aspects of rebranding often bring about conflict and contention? Use examples to show why.
ii. Some players/stakeholders benefit more than others and so rebranding can favour one group over another – this can cause contention.
e.g. when Cardiff Bay was rebranded, many local residents felt that the regeneration would be of little benefit to them. They couldn’t afford the luxury waterside apartments; to eat or socialise in the trendy wine bars and restaurants; and they didn’t have the skills to work in the “knowledge economy” firms locating in the Bay.
iii. Differences in priorities – development corporations have different priorities from local residents e.g. Liverpool Vision employed cheaper foreign labour rather than local people in an attempt to attract organisations and individuals from outside the local area.

8. Rebranding can be a contested process
Read page 184 and use the information to answer the questions below supported with examples from the text book and your own knowledge/experience.
Why is rebranding often a contested process?
What 3 aspects of rebranding often bring about conflict and contention?
For each of these 3 aspects, explain why it might cause tension/conflict by referring to examples.