wɪðˌɪn ðɪs ɐpɹˈoʊtʃ ɪt wʌz ɹˈɛkəɡnˌaɪzd ðæt ðɛɹwˌʌz ɐ nˈiːd fɚɹə stɹˈɔŋ "bɹˈænd aɪdˈɛntᵻɾi" tʊ ˈeɪd mˈɑːɹkɪɾɪŋ ʌv skˈɑːtləndz lˈɔŋɡɚ dˈɪstəns ɹˈaʊts ˌɪntɚnˈæʃənəli.
Within this approach it was recognised that there was a need for a strong "brand identity" to aid marketing of Scotland’s longer distance routes internationally.