1. Neighborhood branding The underestimation of physical attributes Dave Havermans Jos Smeets Wim Heijs

2. 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 PAGE 2 / Faculty of Architecture, Building & Planning ERES 2010

3. Content Urban renewal policy in the Netherlands Neighborhood branding Identity of places Importance of physical attributes Conclusions PAGE 3 / Faculty of Architecture, Building & Planning ERES 2010

4. Urban renewal policy in the Netherlands PAGE 4 / Faculty of Architecture, Building & Planning ERES 2010

5. 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

6. 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

7. Neighborhood branding One or more brainstorm sessions A brand name, slogan and various key values Search for the ‘aspired’ identity / Faculty of Architecture, Building & Planning PAGE 7ERES 2010

8. Neighborhood branding PAGE 8 / Faculty of Architecture, Building & Planning ERES 2010 Neighborhood Branding “Nieuwe Westen”, Rotterdam, The Netherlands

9. 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

10. 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

11. 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.” PAGE 11 / Faculty of Architecture, Building & Planning ERES 2010

12. 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 PAGE 12 / Faculty of Architecture, Building & Planning ERES 2010

13. Interrelations place characteristics PAGE 13 / Faculty of Architecture, Building & Planning ERES 2010

14. Important physical attributes PAGE 14 / Faculty of Architecture, Building & Planning ERES 2010 more families

15. 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

16. Thank you for your attention!! Dave Havermans Jos Smeets Wim Heijs