ABSTRACT
This chapter explains how food and drink narratives are utilised to promote and create place identities. By exploring the concepts of heritage branding and constructed historical narratives, it illustrates how iconic cuisines are being employed to promote place and attract consumers. The chapter presents and evaluates promotional activities related to different market segmentations for food and drink and focuses on how iconic cuisines are being used as promotional vehicles and heritage brands. Heritage and its tangible manifestations are being adopted to create brands, food iconography and gastronomic narratives of place which do not always have an established or notable history to draw upon. Balmer's corporate heritage identity framework places the heritage identity construct vis-a-vis other related constructs such as nostalgia, tradition and custom. Numerous marketing approaches and interpretation methods are used in place promotion through food and drink, including the explosion of social media channels, events, cookery schools and reinvention of place.
