ABSTRACT
Islands possess distinctive and inimitable geographical features that immediately render images of paradise, and this is often perceived or presented as a brand in itself (Baldacchino, 2010). Warm water islands, in particular, are so deeply entrenched with their enchanting status that it is nearly impossible to disentangle their material actualities from their mythical illusions (Royle, 2001). This presence of a pre-conceived brand puts islands in a precarious position when it comes to marketing or branding a cluster of islands. Most islands possess unique and distinct geographical, cultural, historical and social characteristics that differentiate one from the other. Yet, the marketing strategy of an archipelagic state – especially if in nation-building mode and wary of secessionist tendencies – tends to gather all the islands within its sovereign territory, under the umbrella of a single, uncompromising and undiluted brand or image. When an archipelago is blanketed under a single marketing brand, however, the unique features of individual islands tend to be obscured and opportunities for their exposure could be lost.
