What is rebranding?

REBRANDING PLACES

What have these products been rebranded as?

What have these products been rebranded as?

Rebranding isn’t just about a product

Millennium Dome O2 Arena

Rebranding isn’t just about changing a name It’s about changing the image and perception of a

place, product, person, etc

What is rebranding? Rebranding is the way or ways in which a place

is redeveloped and marketed so that is gains a new identity. It can then attract new investors and visitors. It may involve both re-imaging and regeneration.

Regeneration is a long term process involving social, economic and physical action to reverse decline and create sustainable communities.

Re-imaging is the remodeling of areas to counter negative perceptions and provide ‘post-industrial’ functions e.g. retailing, leisure and tourism.

Place Marketing The principle of place marketing is to build on an

existing place image if already positive or create an entirely new one if negative.

Once the new image has been created, it has to be communicated to potential customers – individual, governments and private businesses.

Welcome to Raffles, Carlisle

Welcome to Raffles, Carlisle

Welcome to Raffles, Carlisle

Welcome to Raffles, Carlisle

Rebranding Raffles, Carlisle Regeneration: Investment bought into an area Re-imaging: Area is sold using new packaging

In groups you have been put in charge of the re-branding of Raffles estate: your task is to suggest ways that would improve Raffles' image and the quality of life for residents living there. You have a budget of £1,000,000.