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, branding introduced in revitalization of deprived neighborhoods in the Netherlands

• Conversion marketing concept into urban design not straightforward

PAGE 2/ Faculty of Architecture, Building & Planning ERES 2010

Content

• Urban renewal policy in the Netherlands

• Neighborhood branding

• Identity of places

• Importance of physical attributes

• Conclusions


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 PAGE 5ERES 2010


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)



• One or more brainstorm sessions

• A brand name, slogan and various key values

• Search for the ‘aspired’ identity




Neighborhood Branding “Nieuwe Westen”, Rotterdam, The Netherlands


Functions of neighborhood branding

(Eshuis & Edelenbos, 2009)

As a marketing instrument• Understanding characteristics regeneration policy• Risk reducer• Pleasurable experience• Added value



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


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.”


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


Interrelations place characteristics


Important physical attributes


Geographical locationNeighborhood SizeBuildings Lot size

Building-plot ratioTypeDesign Style

FormMaterialsColorHeightSizeDetailing

Spatial structure DensityLand divisonDegree of open spaceStreet patternSize of streetsBoundaries or edgesEntrance points or gateways to the neighborhoodAccesibility Sky-lineSequential views/ variation

Land-use Land-use mix ratioResidential Multi-family housing / Single-family housing

owner-occupied / social housingAmenities Type Retail, catering industry, medical

& care, educational & day-care, sports and leisure facilities, social amenities, other

LocationAmountQuality

Public space Public parks and gardens Size, design (type of planting etc.), function

Water features Size, typeStreets Pedestrian area, parking space,

roadway, designSquares Size, design

Special features LandmarksMonumentsHistoric featuresNatural featuresIndustrial heritage

more families

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


Thank you for your attention!!

Dave Havermans

Jos Smeets

Wim Heijs

neighborhood branding the underestimation of physical attributes dave havermans jos smeets wim heijs

Documents

trust faculty of architecture

cities faculty of architecture

planningurban renewal

branding processthe

institutional characteristics

various key valuessearch

urban design

brainstorm sessionsa