A critical investigation of the branding strategies of the Battersea Power

Station Redevelopment.

Abstract:

This thesis examines the effectiveness of efforts to market the regeneration of Battersea Power Station, a historical landmark of London. Based on an evaluation of contemporary branding strategies and theories elucidating consumer tendencies,

the following work investigates to what extent the topical project has adopted established branding strategies to construct the intended brand identity. Findings will provide an understanding of the process of place-making, The analysis finds three core values to compose the foundation of the branding.

It will argue that the Power Station's historical and cultural background has provided the project leaders with a groundwork that enabled them to create a highly authentic brand. This thesis will include the following research methods; the in depth inquiry of one case study, visual ethnography of moving image and photographs and qualitative

academic journals and printed books of a sociologist and anthropologist nature.

Artwork to support Thesis:

A utopian vision of the redevelopment project as conveyed by the marketing. Keywords of the campaign can be seen through the golden, shimmery clouds. Behind the keywords is the thesis (the truth) crumbed up.