The works take this perspective focus own research mainly on formulation and implementation of branding strategy. Gnoth (2002), for example, sees destination branding as a management process that leads to a strategic plan to build a brand identity based upon destination attributes selected on the basis of competitiveness, uniqueness and desired identity. Hall (1999) defines the core objective of destination branding as the production of a consistent, focused communication strategy, based upon the selection of a collection of core intangible values existing in the mind of the consumer. Contrasting, Pride (2002) combines a communicator perspective with a relationship perspective in which tangible attributes play a key supporting role within the communication framework, providing reasons for the consumer to believe. Other articles also link these perspectives. Kotler and Gertner (2002), for example, adopt the American Marketing Association’s definition of a brand, but they link this to a brand personality that speaks at the consumer. Morgan et al. (2002) argue that increasing product parity requires destinations to create unique identities in order to differentiate themselves from their competitors. In addition they set out a brand equity, that includes the development of a personality, as the focus of consumer relationships with the brand.