1. Urban Rebranding
LO – To understand how rebranding works and who is involved in the process

2. Rebranding

3. Rebranding is making changes to a place to alter people's ideas of it as a place. Any rebranding process includes one or more of the following:
Environmental rebranding - to improve building quality and reduce dereliction
Social rebranding - to reduce poverty
Economic rebranding - to increase job opportunities

4. The re-development of brownfield sites might include the following
Gentrification
Gated communities
Converting industrial buildings

5. Gentrification
The process of renewal and rebuilding, accompanying the influx of middle-class or affluent people into deteriorating areas.

6. Gated communities

7. Old industrial sites

9. Rebranding an urban area cannot be done by one organisation on its own
Rebranding an urban area cannot be done by one organisation on its own. It requires many different groups of people who have an interest in rebranding (players). They have different roles and different reasons for getting involved.
Local Government
Urban Regeneration Companies (URCs)
National Government
Private Companies
Private Investors
Not-For-Profit Organisations
Tourist Boards
Local Community
Reasons for their involvement can include:
Funding, Allowing Planning Permission, Deciding where priorities for rebranding should be, Marketing and Promotion, Providing support and advice for rebranding. 9

10. The rebranding players
Rebranding players are the…
Stakeholders are individuals, groups or organisations that have…
There is a possible range of stakeholders…
Some examples of stakeholders include…
…an interest in a particular project. They may be involved financially or emotionally.
…English Partnerships, European Union and DEFRA.
…including public partners, private firms, sponsors, not-for- profit organisations and government departments.
…stakeholders in the rebranding process.

11. What you need to know: Why was rebranding needed in many UK cities?
Explain the difference in the following key words: redevelopment, regeneration, re-imaging, rebranding
What does gentrification mean?
What is a gated community? Where might you find them and why?
Who are the stakeholders (decision makers) in the rebranding process, what role do they play?

12. Rebranding decision makers
The rebranding decision makers or players, come from a variety of backgrounds but all share a common interest in the project. Depending on the size of the development, this may include national and local government, private companies and investors, local businesses, the tourist board, urban planners and architects.
Funding may come from government subsidies, private investors or the national lottery.

13. Case Study: Rebranding Bradford, UK

15. Case Study: Rebranding Bradford, UK
Create a fact-file to include:
Where is Bradford?
Why it’s inner city area declined?
What was the purpose of rebranding?
How has the city rebranded itself?
What success has rebranding had there?
Are there any future challenges?