Traditional primary industries such as farming, mining, forestry and fishing have declined in the UK. Rural areas are now producing less than they used to. Geographers refer to this as a postproduction landscape, in the way that ‘post industrial’ is used to describe towns and cities where manufacturing output has declined. This loss of economic activity and income creates challenges for rural areas. At the same time, urban areas tend to attract more new economic investment and rural areas are neglected in comparison.
Rebranding is the process by which a place tries to market itself with a renewed identity. In rural areas rebranding strategies have been used to try and improve the economic situation. Many of these schemes have involved creating more employment in the tertiary sector. Table 1 lists a variety of rural rebranding strategies from various locations. In the left-hand column are some specific landmark projects, which can bring about a multiplier effect in the area. In the right-hand column are smaller-scale types of scheme typically introduced in rural areas.
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