The Rebranding of City Places: An International Comparative Investigation
An urban regeneration program that changes fundamentally the character of a district typically involves the rebranding of the area concerned. This may be highly controversial because the redevelopment might result in the importation of financially well off residents, business infrastructures, and cultural and leisure facilities more suited to better off people than to poorer pre-existing inhabitants (who might be driven out by rising property prices and rents). This article presents the results of an investigation into the place rebranding processes of nine urban regeneration units in three countries: Britain, Denmark and the USA. The study examined, inter alia, the organization of rebranding activities, how basic decisions regarding a place’s new brand identity were taken, whether integrated marketing communications were employed, consultation procedures, and the major problems that arose. A remarkable degree of consistency across the nine units' vis-à-vis the approaches towards and methods used for place rebranding was observed. Common problems seemingly invoked similar responses.
How to Cite
Authors who publish with this journal agree to the following terms:
1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-NonCommercial-NoDerivs 3.0 Unported License that allows others to share the work for non-commercial use with an acknowledgement of the work's authorship and initial publication in this journal.
2. Authors and IPMR are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository, distribute it via EBSCO, or publish it in a book), with an acknowledgement of its initial publication in this journal.