Post on 12-Jan-2016
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Neighborhood branding
The underestimation of physical attributes
Dave Havermans
Jos Smeets
Wim Heijs
Introduction
• Branding valuable strategy to distinguish a place from other places
• Recently, branding introduced in revitalization of deprived neighborhoods in the Netherlands
• Conversion marketing concept into urban design not straightforward
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Content
• Urban renewal policy in the Netherlands
• Neighborhood branding
• Identity of places
• Importance of physical attributes
• Conclusions
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Urban renewal policy in the Netherlands
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Urban renewal policy in the Netherlands
Towards marketing orientation
• From ‘managerialism’ towards ‘entrepreneurialism’
• Becomes visible in privatization of housing associations
/ Faculty of Architecture, Building & Planning PAGE 5ERES 2010
Urban renewal policy in the Netherlands
Towards marketing orientation
Trend consequence of:
1) distinction & need for options versus poorer, monotonous housing market
2) cultural shift
3) Success of branding places (e.g. cities)
/ Faculty of Architecture, Building & Planning PAGE 6ERES 2010
Neighborhood branding
• One or more brainstorm sessions
• A brand name, slogan and various key values
• Search for the ‘aspired’ identity
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Neighborhood branding
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Neighborhood Branding “Nieuwe Westen”, Rotterdam, The Netherlands
Neighborhood branding
Functions of neighborhood branding
(Eshuis & Edelenbos, 2009)
As a marketing instrument• Understanding characteristics regeneration policy• Risk reducer• Pleasurable experience• Added value
/ Faculty of Architecture, Building & Planning PAGE 9ERES 2010
Neighborhood branding
Functions of neighborhood branding
(Eshuis & Edelenbos, 2009)
As a planning instrument• Branding guides planning decisions • Collective perception that frame further action• Community development• Enhance feelings of pride• Strengthen local identity• Decrease uncertainty and increase trust
/ Faculty of Architecture, Building & Planning PAGE 10ERES 2010
Identity of places
‘Identity’ key element in the branding process
“The uniqueness of a place which distinguishes it from others with regard to the combination of
specific physical, economical, social, cultural, and institutional characteristics.”
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Identity of places
Kropf (1996) gives 3 suppositions:
• Depends on both the observer and the observed• Matter of differences• Differences based upon comparison
Dynamic; changes over time
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Interrelations place characteristics
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Important physical attributes
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Geographical locationNeighborhood SizeBuildings Lot size
Building-plot ratioTypeDesign Style
FormMaterialsColorHeightSizeDetailing
Spatial structure DensityLand divisonDegree of open spaceStreet patternSize of streetsBoundaries or edgesEntrance points or gateways to the neighborhoodAccesibility Sky-lineSequential views/ variation
Land-use Land-use mix ratioResidential Multi-family housing / Single-family housing
owner-occupied / social housingAmenities Type Retail, catering industry, medical
& care, educational & day-care, sports and leisure facilities, social amenities, other
LocationAmountQuality
Public space Public parks and gardens Size, design (type of planting etc.), function
Water features Size, typeStreets Pedestrian area, parking space,
roadway, designSquares Size, design
Special features LandmarksMonumentsHistoric featuresNatural featuresIndustrial heritage
more families
To conclude…
• Identity plays key role in branding of neighborhoods
• Physical environment important starting point for urban policies
• Messages conveyed through brand consistent with messages communicated by physical environment & people in neighborhood
• More empirical research needed
/ Faculty of Architecture, Building & Planning PAGE 15ERES 2010
Thank you for your attention!!
Dave Havermans
Jos Smeets
Wim Heijs