Why is rebranding important and needed?
There are three main reasons which you may have already read in my earlier post.
- Loss of industry - In the 1980s, Asia grew in manufacturing goods and resources. Hence, importing goods from overseas became so cheap that firms stopped buying goods and resources from the UK and switched to imports. This meant that people who were trained and working in the primary and secondary sector lost their jobs as firms could not compete with import prices.
- Population change - This meant that people started emigrating to other part of the country in search of jobs for which they had skills. The state of the economy changed because economy was now made up of majority of service sector and many people did not have the skills to deal with these jobs.
- The spiral of decline - This is the negative multiplier effect. People emigrating, business declining and a lack of jobs meant that even if a business did start up as people did not jobs they did not have the money to spend on it hence the new business would suffer to. This would carry on into a negative multiplier circle
So what about East London, Cornwall and Manchester?
London Docklands used to be one of the largest docks in London. However, they had to shut which lead to the deprivation of the area. They had to shut because ships increased in size and they needed deeper water which the docks could not provide. So Tilbury 20 miles downstream and Felixstowe 70 miles away was better adapted to larger ships and commerce moved to those places leaving the original docks deprived and derelict.
Why did Cornwall need rebranding?
Cornwall is peripheral town in the South West of England. Due to lack of access and cheaper abroad holidays the number of visitors has been declining in Cornwall. Seasonal tourism is what is prevalent in Cornwall and this means that many business suffer. Also, as with the docklands many primary sectors jobs especially farmers lost there job because importing agricultural goods become cheaper. The end result was that the negative multiplier effect took place and Cornwall became deprived.
Why did Manchester need rebranding
Manchester had a negatively perceived image because of the decline in textile and mill factories which led to the spiral of decline just like in the Docks.It led to gun crime and violence, giving Manchester the name 'Gunchester'. To put the icing on the cake, Manchester was bombed by the IRA making the rebranding process a necessity.
So why is rebranding important?
Rebranding is important because it makes derelict landscapes dynamic and vibrant again. The main thing is that it is tried and tested method of increasing quality of life for local residents.