Rebranding.

• What is re-imaging?

  the remodelling of areas to counter negative perceptions and provide 'post-industrial' functions such as retailing, leisure and tourism.
• What is regeneration?

  long term process involving social, economic and physical action to reverse decline and create sustainable communities.
• What is rebranding?

  The way or ways in which a place is re-developed and marketed to that it gains a new identity, so that it can attract investors and visitors. Will involve both re-imaging and regeneration.
• What are some problems with rebranding?

  • can't always please everyone: stakeholders, residents, business owners, council, builders, visitors and investors.
  • locals might be pushed out due to rises in rental prices.
• Industrial decline in Liverpool:

  • cotton mills closed down.
  • ship building companies closed.
• Why industrial decline:

  • cheaper imports from abroad.
  • cheaper labour overseas.
  • greater use of air freight.
• Consequences of Industrial decline:

  • unemployment.
  • poverty and deprivation.
  • poor quality housing.
  • poor general health.
  • higher crime rate.
  • abandoned docks and warehouses.
• Why does Liverpool have a negative image?:

  • media coverage of 'public disorder' e.g. Toxteth riots 1982.
  • football related coverage.
  • media coverage of political leadership in the city- Labour council in early 1980s.
  • media coverage of city of drugs related gangs, violent crimes and 'scallies'.
  • gangland documentaries.
• Liverpool 'European Capital of Culture:

  • investment into the city.
  • record number of tourists.
  • 2008.
• Physical changes:

  • derelict warehouses, buildings and docks regenerated into museums, art galleries, apartments, restaurants etc
• Economic changes:

  • £800 mil into the local economy.
  • 3.5 mil first time visitors to the city.
• Cultural changes:

  • audiences at theatres increased by approx 30%.
• Social changes:

  • positive impressions: 53%-60% and negative impressions 20%-14%.
  • 85% residents agreed that it was a better place to live in than before.
• The Next Step:

  • £150,00 spent to rebrand itself as a world city.
  • Council officials believe city's brand not as positive as it should be.
  • money will come from Local Area Business Growth Initiative (LABGI)-cash handed back to councils from increasing business rates in the city.