The Rebranding of City Places: An International Comparative Investigation

Abstract

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.