Unit 2: Rebranding places
The rural and urban environment includes a variety of places, some characterised by wealth, opportunity and excitement, others suffering from dereliction, deprivation and fighting to survive. Rebranding involves both re-imaging and regeneration, and includes a wide range of strategies by which places reinvent themselves to provide a more prosperous future. This topic explores why rebranding is necessary (eg spiral of decline, economic readjustment, and social problems) and explores how public/private funding can be used to implement flagship and community projects to improve holistically the environment, social fabric, lifestyle, and economy of places. Rebranding can be achieved by a number of strategies such as diversification of employment, landscape improvement, sports tourism, and the use of innovative and sustainable technology, often in combination.