Neighborhood branding The underestimation of physical attributes Dave

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Neighborhood branding The underestimation of physical attributes Dave Havermans Jos Smeets Wim Heijs

Neighborhood branding The underestimation of physical attributes Dave Havermans Jos Smeets Wim Heijs

Introduction • Branding valuable strategy to distinguish a place from other places • Recently,

Introduction • Branding valuable strategy to distinguish a place from other places • Recently, branding introduced in revitalization of deprived neighborhoods in the Netherlands • Conversion marketing concept into urban design not straightforward / Faculty of Architecture, Building & Planning ERES 2010 PAGE 2

Content • Urban renewal policy in the Netherlands • Neighborhood branding • Identity of

Content • Urban renewal policy in the Netherlands • Neighborhood branding • Identity of places • Importance of physical attributes • Conclusions / Faculty of Architecture, Building & Planning ERES 2010 PAGE 3

Urban renewal policy in the Netherlands / Faculty of Architecture, Building & Planning ERES

Urban renewal policy in the Netherlands / Faculty of Architecture, Building & Planning ERES 2010 PAGE 4

Urban renewal policy in the Netherlands Towards marketing orientation • From ‘managerialism’ towards ‘entrepreneurialism’

Urban renewal policy in the Netherlands Towards marketing orientation • From ‘managerialism’ towards ‘entrepreneurialism’ • Becomes visible in privatization of housing associations / Faculty of Architecture, Building & Planning ERES 2010 PAGE 5

Urban renewal policy in the Netherlands Towards marketing orientation Trend consequence of: 1) distinction

Urban renewal policy in the Netherlands Towards marketing orientation Trend consequence of: 1) distinction & need for options versus poorer, monotonous housing market 2) cultural shift 3) Success of branding places (e. g. cities) / Faculty of Architecture, Building & Planning ERES 2010 PAGE 6

Neighborhood branding • One or more brainstorm sessions • A brand name, slogan and

Neighborhood branding • One or more brainstorm sessions • A brand name, slogan and various key values • Search for the ‘aspired’ identity / Faculty of Architecture, Building & Planning ERES 2010 PAGE 7

Neighborhood branding Neighborhood Branding “Nieuwe Westen”, Rotterdam, The Netherlands / Faculty of Architecture, Building

Neighborhood branding Neighborhood Branding “Nieuwe Westen”, Rotterdam, The Netherlands / Faculty of Architecture, Building & Planning ERES 2010 PAGE 8

Neighborhood branding Functions of neighborhood branding (Eshuis & Edelenbos, 2009) As a marketing instrument

Neighborhood branding Functions of neighborhood branding (Eshuis & Edelenbos, 2009) As a marketing instrument • Understanding characteristics regeneration policy • Risk reducer • Pleasurable experience • Added value / Faculty of Architecture, Building & Planning ERES 2010 PAGE 9

Neighborhood branding Functions of neighborhood branding (Eshuis & Edelenbos, 2009) As a planning instrument

Neighborhood branding Functions of neighborhood branding (Eshuis & Edelenbos, 2009) As a planning instrument • Branding guides planning decisions • Collective perception that frame further action • Community development • Enhance feelings of pride • Strengthen local identity • Decrease uncertainty and increase trust / Faculty of Architecture, Building & Planning ERES 2010 PAGE 10

Identity of places ‘Identity’ key element in the branding process “The uniqueness of a

Identity of places ‘Identity’ key element in the branding process “The uniqueness of a place which distinguishes it from others with regard to the combination of specific physical, economical, social, cultural, and institutional characteristics. ” / Faculty of Architecture, Building & Planning ERES 2010 PAGE 11

Identity of places Kropf (1996) gives 3 suppositions: • Depends on both the observer

Identity of places Kropf (1996) gives 3 suppositions: • Depends on both the observer and the observed • Matter of differences • Differences based upon comparison Dynamic; changes over time / Faculty of Architecture, Building & Planning ERES 2010 PAGE 12

Interrelations place characteristics / Faculty of Architecture, Building & Planning ERES 2010 PAGE 13

Interrelations place characteristics / Faculty of Architecture, Building & Planning ERES 2010 PAGE 13

Important physical attributes more families / Faculty of Architecture, Building & Planning ERES 2010

Important physical attributes more families / Faculty of Architecture, Building & Planning ERES 2010 PAGE 14

To conclude… • Identity plays key role in branding of neighborhoods • Physical environment

To conclude… • Identity plays key role in branding of neighborhoods • Physical environment important starting point for urban policies • Messages conveyed through brand consistent with messages communicated by physical environment & people in neighborhood • More empirical research needed / Faculty of Architecture, Building & Planning ERES 2010 PAGE 15

Thank you for your attention!! Dave Havermans Jos Smeets Wim Heijs

Thank you for your attention!! Dave Havermans Jos Smeets Wim Heijs