4A.9A - Reimaging
Rebranding involves re-imaging places using a variety of media to improve the image of both urban and rural locations and make them more attractive for potential investors.
Regeneration usually involves rebranding - changing the perceived image of a place to outsiders, as well as physically regenerating an area.
This is important because successfully regenerated places become locations people want to live in, work in and visit as well as making them more attractive to investors. Most regeneration is not just for the existing population, but attempts to draw in new people. This is done by using different types of media:
- Positive news stories and public relations during regeneration to get an area known
- Advertising in newspapers and onlines
- The use of logos and slogans to project an image to the outside world
Logos and slogans have become especially important in a media-obsessed world. Places need to catch the attention of potential visitors and investors quickly, e.g.:
- Visit Malton - Yorkshire's Food Capital, inside a picture of a red cow with a green heart - Malton, Yorkshire is marketed as a food town, 'We Love Malton' - 2015 Food Lovers Festival included guest chef Rosemary Shrager
- Wild Scotland - rural Scotland markets its landscape and wildlife - mountains with an eagle and lake/body of water
- The National Museum of the Royal Navy Hartlepool - blue logo with a white frigate on - Hartlepool stresses its maritime heritage as an historic port