Keywords: branding, re-positioning, regeneration, place, Oldham, UK, United Kingdom, services, strategic vision
The process of regenerating, repositioning and re-branding Oldham: challenges and prospects for the future
This paper profiles how the Oldham borough has been repositioned since the events of 2001 when the city projected itself as a disaster area embroiled in social turmoil, economic and infrastructural degradation. To this day the core activity has shifted from the textile mills to services. The mills have mostly been converted into business offices. In the main, the paper concludes that with the right planning and sustained effort a place or a destination can be as good a brand as a successful product. The prospects for Oldham's future look bright and this has been made possible by the cooperation of the various stakeholders and a strategic vision epitomised in the strategic document codenamed 'Oldham Beyond'. While acknowledging the phenomenal transition of Oldham the paper points out that successful branding is hard work, sustained investment and requires a strategic approach. Furthermore if Oldham continues on its current path of development there is a bright future ahead which could attract more investment and thereby more development.