3. Place identity
The purpose of an identity in a marketing sense is to promulgate a strong external perception, of a brand, destination or
company. Unlike the sociological concept of identity, the effect
of a marketing identity can be measured through market research
and consumer surveys. Logic follows that an external perception
or image can then be manipulated (Hatch & Schultz, 1997); i.e., if
the image is weak, action can be taken to change a company or
brand identity. While a logo, slogan, colour scheme or mission
statement can be deleted, if it is applied to places, the communities, natural environment and history all remain in the consciousness of local people and contribute to the perceptions
of others. As such, when assessing marketing approaches to
the promotion of regions, a more nuanced approach is required.