Part of The Student Room Group

  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

Rebranding in the london docklands: case study

Extracts from this document...

Introduction

London Docklands Evidence of Rebranding Jumping straight to the point, rebranding has 1occurred and is currently taking place in various 'hot spot' locations to try to give the area a new modern feel. The chairman of the London Docklands Development Corporation, Sir Michael Pickard, said himself that, '16 years ago, the Isle of Dogs was an isolated, tightly knit community seemingly in the grip of irreversible decline. Today, massive investment from both the public and private sectors has transformed the area. There are new schools, health centers and homes, park and playgrounds, new road and rail links, and nearly 1.4 million square meters of commercial and industrial development, over 80% of which rented. The new residents and businesses have brought a fresh lifeblood to the Island.' So it is obvious that rebranding has taken place, but to what extent and where has it happened. The first information study I am going to look at is a place check form, here it will become more apparent which areas have undergone rebranding to a higher extent than others. So looking at fig.1.1, is an area called Felstead Wharf is reported to have high quality modern housing, with adjacent car parks provided. ...read more.

Middle

The red areas are representative of completely non regenerated areas, which generally contain low quality housing inhabited by lower class workers. So to conclude this sub-heading, on the whole, a large area of the Isle of Dogs has undergone rebranding through regeneration,it has mainly occurred in regions close to the river. These areas are generally speaking, residential high quality flats and houses aimed at the business man who perhaps works in the Central business district as this is a prime location; close to work and in a pleasing environment. The regenerated areas further inland are more often business related, with aesthetically pleasing offices and high quality shops infiltrating the area. Some however is regenerated housing, offering high quality housing at a slightly lower price for middle to upper middle class workers. There are still some areas which remain untouched by the rebranding scheme put together by the LDDC (London Docklands Development Corporation) in 1997. These areas have assumed the position of low quality housing with high crime rates according to the local council. These areas suffer as businesses often relocate from this area because expendable income held by most residents in this area is low. ...read more.

Conclusion

Areas still in need of rebranding As shown in figure 2.3, the green highlights on the map are representative of the highly rebranded areas 80% or more. The blue areas represent areas that have undergone between 40 to 80%. The red areas are significant of 0 to 40% regeneration. Although there are a few areas which are yet to undergo redevelopment, on the whole the Isle of Dogs has seen a greater percentage or rebranding per square foot than most other residential areas in London. Because of this, it is important that the whole region of the Isle of Dogs is not lost under a sea of white walls and tinted glass. Some of the area should remain as working class housing with dirty red bricks with a musky feel to it. If all of it is lost, then it is possible that the area would lose its routes and its heritage and the great docklands would be remembered as something completely different than what it should. But the definition of rebranding is exactly that, so in terms of rebranding, there is roughly 35 percent of the Isle of Dogs, yet to be rebranded. Adam Robottom 2 Adam Robottom 1 ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our AS and A Level Population & Settlement section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

or


Here's what a teacher thought of this essay

4 star(s)

A good overview of rebranding in the Docklands area. This report refers to primary and secondary data to demonstrate the success of rebranding. To improve, further secondary data could be used as evidence for points made. It would also be useful to see a conclusion.
4 stars

Marked by teacher Molly Reynolds 20/08/2013

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related AS and A Level Population & Settlement essays

  1. Marked by a teacher

    How successful are the regeneration schemes in Liverpool?

    4 star(s)

    Article Tells direst information Resource Centre ('The Eldonian' May 3rd 1989 Photocopying from recourses Sometimes gives a bias view Population Graph It shows how the population of Liverpool has increased and decreased with the opening and closing of the Albert Docks From the internet Gathering the population from the same

  2. There are many problems facing rural areas in today's world.

    The church has given neither Catholics nor Protestants any real knowledge about their lives. Most feel that the Church is outdated and they feel that it has little relevance to their present lives. Some young people actually think that it causes divisions and conflict within communities.

  1. Case Study of Deprivation in a Rural Area - Cornwall

    geographers talk of the post-production countryside, just like 'post-industrial' is used for towns and cities. 3. The Eden Project Many benefits compared to problems. Benefits: * Many visitors - 750,000 each year. 1.9 million In the first year and 6 million the past 4 years.

  2. Mexico city case study.

    Most people came from the central and southern regions as can be seen from the diagram below, with the majority living close to the city. The migration had the effect in helping Mexico City become a mega city. Many of the migrants settled on new land outside the city centre, which initiated the growth of the city outwards.

  1. Urban Changes As Distance From CBD Increases

    This would attract low-class housing, but repel high-class residential land use. This is a much more practical land use model then the Burgess model as industries clump around areas of transport like in real life. The Methods- Pros and Cons Land Use Surveys Land use surveys are maps showing an

  2. The London Docklands Redevelopment

    These were the reasons of decline. There was a sharp loss of workers in the Docklands, there was not enough space for many ships, many ports had to move to other parts of London, and also The Docklands closed because of this.

  1. London Docklands. Has the regeneration been a success or a failure?

    Housing has gone under some huge building schemes in which have been promoted by the LDDC, mainly at Beckton, Wapping, Surrey Docks and the Isle of Dogs. In 1988 nearly 9000 new houses had been built and work had started on over 15,000 more homes, and a further 8000 are planned.

  2. Madagascar has many serious environmental problems. One major problem they have is associated with ...

    Many viewed it as ironic that the state allowed massive clear cutting on concessions while the ban on shifting cultivation was still in effect. More than just the claimed lands were ruined however, because many owners clear-cut lands beyond their concessionary limits.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work