Topic 1 Introduction

The cultural and creative sector is one of the world’s most rapidly growing sectors. It produces tangible and intangible artistic and creative outputs that contribute to the growth of the economy.

At different paces, the sector recognises the importance of brand management to be better positioned in front of their audiences.

This sector includes, for example, museums, libraries, and galleries, cultural heritage sites, the music and film industry, books and publishing, crafts. This unit will focus on cultural heritage sites outlining the main features of place branding as a strategic process in heritage management.