The need to
rebrand - urban
areas
REBRANDING
Can you put these problems in
any order?
Job losses
Loss of industry
Social and environmental problems
Services
decline
Poor image
does not attract investment
Spiral of decline – multiplier
effect
Multiplier effect
 Could


this work in the opposite direction?
Come up with a similar diagram of how the
multiplier effect can lead to an area
improving
This is the idea of ‘cumulative causation’
Why do cities need to
rebrand?




Why do cities need to
rebrand?
 Places
are increasingly at risk as a result of
changes in the global economic, political and
technological environment.
 Places are increasingly at risk from the
inevitable process of urban decay.
 Places are facing a growing number of
competitors for limited resources.
 Places have to increasingly rely on their own
resources to face competition.
Rebranding in the UK can fall
into 3 categories
 Urban
 Rural
Areas
Areas
 Coastal
Areas
Create a spider diagram for each
as to why they may need to
rebrand
Urban Areas
1.
2.
3.
4.
Many industrial towns have lost their factories and
suffered from massive unemployment in manufacturing
jobs.
Loss of industry and unemployment creates economic
problems as people live on low income and income
support (welfare)
Economic problems causes people to move out of the
area and look for work elsewhere. This leads to
services closing (e.g. shops) and fewer job opportunities
leading to further economic and social decline.
Rebranding is needed to encourage new investments
that should bring jobs and money to the area.
Improvements in housing and the environment will
also attract people back to the area.
Rural Areas
1.
The decline in agriculture in the UK has reduced
employment and caused economic problems in rural
areas.
2.
The lack of job opportunities results in out migration of
young people, resulting in an ageing population.
3.
Services such as shops, schools and post offices close
as people move away for work. This creates more
economic problems and social isolation becomes worse
4.
Attracting new business and tourists through
rebranding will increase employment an services.
This will then encourage young people to stay in the
area, and new people to move to the area.
Coastal Areas
1.
2.
3.
4.
Cheaper flights mean fewer people visit the UK
coast line so resorts loose money and businesses
are closing.
The decline of the fishing industry has also led to
fewer jobs and further economic problems.
This leads to the out migration of young people
causing more social and economic issues.
Rebranding encourages new investments and
brings money and jobs to the area
Where?
London Docklands
London Docklands
 http://www.youtube.com/watch?v=2THO
iPFvZmc
Question
 Explain
how urban, rural and coastal areas
in decline differ from each other? (6m)