Morris, Rowena Mary; (2002) The marketing of urban regeneration. Masters thesis (M.Phil), UCL (University College London).

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Abstract

Place marketing, image enhancement and urban branding are all terms inextricably linked to regeneration initiatives today. The success of a regeneration project is essentially one of changing people's perceptions of an area whilst achieving physical, economic and social transformations. It involves the creation of places people want to live, work and invest in. Place marketing is widely judged as necessary to help improve an area's image and encourage inward investment. The three case study areas are very different in nature and context. Bankside and King's Cross having a greater cross-section to satisfy in terms of businesses and residents. However they are all areas where the intention is to encourage investment with the aim of improving the local economy and steps are taken to ensure that the resident population reaps the benefits of any development in the area. All three areas have strategies in place to improve the physical environment as a means of changing or improving the image of the area. The focus of each programme has different emphasis, however, with Bankside the orientation is to culture and tourism. King's Cross increasingly tourism, physical renewal and social initiatives, whilst Cathall Road is a combination of immense physical change and a very pro-active social regeneration project. In terms of the strategy employed by Bankside to "create an image where the city or place is perceived to be unknown" (Teedon 2001: 461) it can be judged to be a success but with recognition of the importance of the flagship development of the Tate Modern underpinning the process. King's Cross has come some way in its attempt to "refine an undesirable image" (ibid) but there is still a long way to go before a new quarter for London is realised. Negative perception may only be erased when the CTRL is fully operational and King's Cross Central and Regent's Quarter have been redeveloped. Cathall Road has managed to overcome its "undesirable image" to a large extent. However, the negative image associated with a stigmatised estate has not been fully countered. This may be a case of time healing, without the need to rebrand or implement an image enhancement strategy.

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