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 strategies used to rebrand a place.

3. Strategies for Rebranding
Task 1: Match the strategy with its correct explanation. Read page 183 to help.

4. Strategies for Rebranding
There are several rebranding strategies and usually a place uses a combination of them.
1) Market-led Strategy – involves private investors making a profit. E.G. those running restaurants; cafes; wine bars in converted buildings/factories.
2) Top-down Strategy – involves large scale organisations such as local authorities/development agencies E.G. Cardiff Bay Development Corporation who redeveloped and rebranded Cardiff Bay.
3) Flagship development Strategy – large scale one off property project E.G. Millennium Stadium, Cardiff.

5. Strategies for Rebranding
There are several rebranding strategies and usually a place uses a combination of them.
4) Legacy Strategy– following international sporting events which bought investment and regeneration to a place. E.G. London Olympics The legacy that has been left is a affordable housing in East Village (which was the athletes village); the Olympic Stadium is now the home ground for West ham FC.
5) Events or Themes Strategy – major festivals associated with European City of Culture. E.G. Liverpool (2008) served as a catalyst for the cultural development and transformation of the city.

6. Strategies for Rebranding
Gentrification is the process by which former low-income inner city housing districts in ACs are invaded by higher income groups and refurnished.
Gentrification is typical of the market-led strategy e.g. Islington in London.
What do you think are the benefits of gentrification?
Is it all good?
Read the news report link and make a table of the pros and cons of gentrification – support with examples.

7. Exam Style Question