The rebranding of one of Canterbury’s most historic areas as “the West End” has divided opinion - with some baffled by the association with its glitzy London namesake.

The marketing strategy for St Dunstan’s, which has been placed in a new business quarter, aims to promote the bustling street to shoppers.

Traders are said to be in support of the designation but others say it does not properly pay homage to the area’s heritage and character.

The initiative is being promoted by the Canterbury Business Improvement District (BID) group, which works towards improving the city, as a way of “celebrating its food, shopping, arts and entertainment”.

The organisation insists St Dunstan’s has not been renamed but rather remarketed to reflect what it has to offer.

The new quarter also encompasses the Westgate Towers, St Peter’s Street, the Westgate Hall, the Curzon Cinema and Marlowe Theatre.

And it is the latest to join the existing city-wide designations which include the King’s Mile, the Cathedral Quarter, the Castle Quarter, St Peter’s Street and the High Street and Whitefriars Shopping Centre.

Canterbury BID bosses held workshops with the business community in St Dunstan’s to get feedback on the idea and say it was well-received.

CEO Lisa Carlson says the new designation “aims to promote the collective businesses here to visitors and residents alike to encourage visits to different parts of the city”.

“And just like the city’s other quarters, the West End does not replace any of the existing historic names associated with the area,” she said.

“As it is led by local businesses, it helps different organisations to further work together to promote their unique appeal.”

But the vice president of the Canterbury Society, Jan Pahl, who also sits on the committee of the St Dunstan’s Residents Association, says the area could not be less like London’s West End, which is known for its huge crowds of tourists queuing to see musicals and plays.

She explains: “There’s no glitz and glamour and, frankly, we don’t want it.

“In fact, St Dunstan’s has an almost village feel with its butcher, greengrocer and, of course, the Goods Shed.

“Even our Sainsbury’s with its friendly staff is like a village shop.

“St Dunstan’s is also believed to be the oldest surviving continuously used street in Britain, so has huge historical significance.

“I can’t think of anywhere less like the West End, to be honest.”

Reacting to the rebrand on the Canterbury Local Democracy Forum Facebook Group, Jonathan Hill was equally unimpressed, describing it as an “imposition on an area that already has a name”.

He writes: “St Dunstan's is already famous by association with Henry II, Thomas More and the Ropers. Don't these marketing people read up on the city they're supposed to be marketing?”

Jim Titheridge adds: “A bit insulting to the Church of St Dunstan's and its parishioners.

“I can't see the point in naming the north of the City ‘West End’ when ‘West Gate’ makes more sense, as the main structure is the West Gate.”

But Steve Allen, who runs One Pound Lane and the Westgate Towers Museum, believes it is a positive move for the area.

He said: “The city’s other quarters seem to have done a great job in bringing together the local community to give them an identity to get behind and promote, so we were more than happy to support the initiative.

“The idea behind ‘Canterbury’s West End’ is the area’s obvious links to the Westgate and its vibrant welcome to the city - as has been the case for centuries. It is one of the last in the city to have a branded quarter.”

Bob Charman, partner at E Hedgers Butchers, which has been open for 102 years and is the oldest business in St Dunstan’s, offers a cautious welcome.

He said: “St Dunstan’s has always been a neighbourly community with its own local identity from the rest of the city centre.

“Yes, we have cafes, bars and restaurants, but it’s hardly the West End.

“But it can’t do any harm and if it brings a few more people down our way for businesses to benefit, then that has to be a good thing.”

The branding and messaging behind the initiative was led by Finally Agency, based in St Dunstan’s, and developed over several months with multiple consultations, workshops, presentations and opportunities for feedback involving people working and invested in the area, including the Canterbury Society.

Managing director of Finally Agency, Rob Dando said: “We were delighted to have been asked to create the branding for the West End quarter, and are very pleased with the results and with the extremely positive feedback from all the local businesses involved in the process.

“As a business that has worked in St Dunstan’s for the past 22 years, we feel very excited by this process and are glad to be part of the West End along with so many businesses that want to celebrate our part of the city.”

In late February, local businesses, along with the Lord Mayor, gathered at Canterbury Umbrella Centre to raise a glass to declare the quarter officially launched and the Finally Agency also donated £2,000 to the Umbrella Centre, as part of their support.

Mrs Carlson added: “We were very pleased that the process had almost universal praise from those involved, and everyone had the opportunity to feedback on the look and feel of the initiative.

“This was an initiative supported by Canterbury BID to help promote this area of the city.”