AONB Vs National Landscape: What's in a name?

Wales's Areas of Outstanding Natural Beauty could be re-branded 'National Landscapes of Wales', under proposals now being mulled over by the Welsh Government.

The recommendation was made in the first stage of a wide-ranging review of how best to preserve and promote our national parks and AONBs in the future.

The authors say the name change is "necessary to enhance the status" of these beauty spots and boost their international profile.

Not everyone agrees.

As I drive home from work each night, I pass a sign saying: "Clwydian Range: Area of Outstanding Natural Beauty". It could not be clearer: look out of the window now because you are about to see something pretty special.

Only five areas of Wales - Gower, Anglesey, the Llyn Peninsula, the Clwydian Range and Dee Valley and the Wye Valley - are classified as AONBs and they wear it as a badge of pride.

It is perhaps unsurprising then that a proposal to scrap this name in favour of 'National Landscapes of Wales' has, in some quarters at least, gone down like a lead balloon.

AONB: exactly what it says on the tin?

Clwyd West AM Darren Millar claims it would "belittle everything the Clwydian Range has to offer".

"It is a national treasure," he said. "And it deserves to be called an AONB."

In Gower, which was Britain's very first AONB, opposition has been fierce, with volunteer groups, tourist trade organisations and local MP Byron Davies all panning the plan.

"The words Area of Outstanding Natural Beauty say it all," said Mr Davies. "If it's not broken, don't fix it."

Re-branding can be a 'turn-off'

He could have a point. Re-branding is a risky business.

"The worst thing you can do is confuse people," said Cardiff-based branding expert Caroline Holmes. "People really buy into a brand and changing even one little thing can really turn them off."

Bluebirds fans saw red when owner Vincent Tan tried to change Cardiff City's colours to red

"Cardiff City is a classic example," she said, referring to the controversial - and ultimately doomed - attempt by owner Vincent Tan to ditch the blue the club had played in since 1908.

Malaysian businessman Mr Tan decided in 2012 that red would prove more attractive commercially in international markets. The colour is perceived as strong, vibrant and lucky in the far east.

But the fans hated it, attendances fell and in January 2015, the Bluebirds turned blue again.

Royal Mail's shambolic "Consignia" name change is another classic example of when re-brands go bad. It cost £2m, became a public laughing stock and just sixteen months later, was consigned to the dustbin of history.

"I think changing your brand is a huge decision," said PR executive Gwyneth Moore.

"It's an expensive thing to do. Not only do you have to change your logo, you also have to communicate that change and you have to do it as seamlessly as possible. You also need to make it as transparent as possible so people understand the reasons behind it."

'Coalmines and slagheaps'

"When companies or organisations come to us thinking about a re-brand," said Caroline Holmes, "we try to look at it as a story-telling process. What story does your organisation want to tell and does the name of your brand tell it?"

Mike Morgan, Director of independent hotel consortium Welsh Rarebits, thinks the term 'National Landscapes of Wales' might throw some tourists off-course.

The Clwydian Range: Local AM Darren Millar says scrapping the AONB brand would 'do little' to promote the area

"There's a risk that people will picture coalmines and slagheaps," he said.

"There's a danger of confusion and I think it's change for change's sake.

"The AONB name has years of brand integrity. Visitors understand exactly what it is and it fits what we have to offer here in Wales. I think it's a great name."

Chris Osbourne, Chair of the Wales Tourism Alliance, says he does not understand what all the fuss is about.

"We were consulted on this issue and really as long as these areas continue to be looked after, we feel the rest is just bureaucracy," he added.

"The name change may help to increase awareness of and therefore the significance of these areas. But it's not a ground-shaker."

It will be some months before the Welsh Government makes a decision on the name change.

A spokesman said if the recommendation was accepted, it would be subject to a full public consultation.

So in the meantime, what do the experts think - AONB or National Landscape?

"I think the term AONB is unusual in that it's so descriptive and emotive," said Gwyneth Moore.

"The brand has has been around for quite some time and it's become something we understand and appreciate. The name itself says it all whereas the name 'National Landscape' doesn't depict anything out of the ordinary and doesn't actually tell us anything.

"I think changing it is a bit of a pointless exercise."

Caroline Holmes said she can see both sides of the argument.

"I quite like the idea of introducing the world 'Wales' into it. AONBs run across England and Northern Ireland so this could help Wales as a brand.

"But is the term 'National Landscape of Wales' as immediately clear as AONB? Possibly not. After all, it could be argued that everywhere in Wales is part of its national landscape."