Analysing different aspects and dimensions of rebranding, what is the efficacy of urban rebranding strategies? The efficacy of rebranding through architecture

Abstract

Rebranding strategies are fundamental to counteracting economic degeneration and improving inter-city competitiveness of urban areas. Iconic architecture is often associated with brand identity in this context. The article outlines three key approaches: market-led, top-down, and flagship rebranding strategies, each with an accompanying unique architectural precedent: Titanic Belfast, Northern Ireland; Turner Contemporary, Margate, England; and Guggenheim Bilbao, Spain. Addressing the reasons for deterioration and investigating the rebranding strategy of each case study, involving the impact of socioeconomic phenomena such as deindustrialisation, globalisation, and gentrification, allows their distinct architectural significance and overall efficacy to be critically assessed. Ultimately, it is concluded that top-down rebranding strategies are comprehensively the most effective and sustainable.