The ‘re-branding players’Aim: To identify the potential role of players in the re-branding process

Stakeholders – Re-branding players are the stakeholders in the re-branding process. These are individuals, groups or organisations that have an interest in a particular project

There is a range of possible stakeholders:PublicPrivateGovernment departmentsAgencieshttp://www.london2012.com/

http://www.urbansplash.co.uk/

http://www.newislington.co.uk/

http://www.englishpartnerships.co.uk/home.htm

http://www.cabe.org.uk/default.aspx?contentitemid=161

1. Who are the players and stakeholders in the re-branding process?

2. Suggest some of the different reasons why various stakeholders may get involved in a re-branding project.

3. Create a table which outlines the advantages and disadvantages of top-down, bottom-up and partnership approaches to managing re-branding

4. What is the legacy and why is it so important?