Module 4

Developing Heritage Brands and Merchandising Opportunities

Introduction

Heritage sites, places and organisations are developing ‘brands’ and are increasingly relying on revenue generated by related ‘branded’ products and experiences. This module will examine new initiatives and best practices in building heritage brands and commercial opportunities that can contribute to the sustainability of heritage sites.

Keywords

Heritage branding, place-branding. cultural identity, authenticity, storytelling, merchandise, licensing, retail strategy, economic sustainability, community enterprise, cultural tourism, ethical branding, local collaboration, intangible cultural heritage, craftsmanship, digital marketing, experience economy, heritage value.

Content

Key Discussion Points:

1. Heritage Branding and Identity

  • Create authentic, story-driven heritage brands that communicate cultural value, history, and place identity while avoiding over-commercialisation that can dilute authenticity.
  • Use branding to build emotional connection, loyalty, and recognition but maintain historical integrity and community trust.
  • Develop consistent brand narratives across interpretation, signage, and marketing — a challenge when managing multiple sites or diverse histories.
  • Balance cultural sensitivity with innovation and market appeal to remain relevant without compromising heritage values.

2. Merchandise and Economic Sustainability

  • Develop ethical, high-quality merchandise and licensing opportunities that reinforce brand values and generate sustainable income.
  • Extend the visitor experience through meaningful souvenirs and collaborations with local artisans — strengthening both heritage connection and regional economies.
  • Integrate environmentally responsible materials and production, while navigating the challenge of limited retail expertise or resources within heritage organisations.
  • Manage intellectual property, authenticity, and fair profit distribution to ensure commercial activities support conservation rather than overshadow it.

3. Partnerships, Marketing and Digital Retail

  • Build partnerships with creative industries and local producers to enhance brand innovation and authenticity, though maintaining quality control and brand coherence can be complex.
  • Use e-commerce, social media, and digital storytelling (videos, AR, VR) to expand global reach, while ensuring ethical marketing and data privacy.
  • Strengthen brand visibility and visitor engagement through integrated campaigns, but remain competitive in a crowded cultural marketplace.
  • Combine online and on-site retail experiences to build resilience, recognising that smaller organisations may face skill and budget constraints

Resources

Rethinking Heritage Futures, Online Workshop “Developing Heritage Brands and Merchandising Opportunities”, 29 May 2025, Nottingham Trent University (NTU), Communication University of China (CUC).

Part 1(Presentations by Traci Dix-Williams).

Part 2 (Presentations by Yang Xiong, Alexandra Bovey and Sarah Lloyd).

Case Studies

Harnessing Cultural Branding for Sustainable Revenue in
Visitor
Attractions


Traci Dix-Williams,
Heritage and Cultural Manager

Spreading
China's Traditional
Culture with Cutting-Edge Technology

Yang Xiong, Technical Product Manager,
Digital Art Museum of
China Media Group

English Heritage: Developing our Brand through Retail & Licensing

Alexandra Bovey,
Licensing and Commercial
Development Manager,
and Sarah Lloyd,
Income Business Partner,
English Heritage

Further Resources

Please click on links for PDF

Kladou, S., Kavaratzis, M., Rigopoulou, I. and Salonika, E. (2017) ‘The role of brand elements in destination brand equity: exploring an integrative framework.’ Journal of Destination Marketing & Management, 6(4), pp.426–435.

Pike, S. and Page, S.J. (2014) ‘Destination marketing organisations and destination marketing: A narrative analysis of the literature.’ Tourism Management, 41, pp.202–227.

Anholt, S. (2010) Places: Identity, Image and Reputation. London: Palgrave Macmillan.

Hakala, U., Lemmetyinen, A. and Kantola, S.P. (2013) ‘Heritage branding: The role of heritage identity in brand strategy.’ Corporate Communications: An International Journal, 18(4), pp.347–361.

Urde, M., Greyser, S.A. and Balmer, J.M.T. (2007) ‘Corporate brands with a heritage.’ Journal of Brand Management, 15(1), pp.4–19.

Pritchard, A. and Morgan, N. (2001) ‘Culture, identity and tourism representation: Marketing Cymru or Wales?’ Tourism Management, 22(2), pp.167–179.

Hudson, B. (2011) Branding Heritage: The Power of Place in Cultural Marketing. London: Routledge.

Fillis, I. (2011) ‘The evolution and development of arts marketing research.’ Arts Marketing: An International Journal, 1(1), pp.11–25.

Ooi, C.S. (2010) Branding and the cultural economy. Creative Encounters Working Paper, Copenhagen Business School.

Heritage Lottery Fund (2016) New Ideas Need Old Buildings: Re-use and Regeneration of Heritage Assets. London: HLF.

Evans, G. (2005) ‘Measure for measure: Evaluating the evidence of culture’s contribution to regeneration.’ Urban Studies, 42(5–6), pp.959–983.

UNESCO (2021) Sustainable Cultural Tourism and the Creative Economy. Paris: UNESCO.