Place branding was mentioned in Unit 1 as one of the existing types of brands. This means that historical and heritage sites can be brands. But how are cultural organisations managing their brands? The question can be answered by distinguishing between Cultural heritage management and Place branding.
Cultural heritage management is a field that engages with the identification, excavation, recording, documentation, protection, conservation, restoration, interpretation, enhancement and promotion, presentation, dissemination of cultural heritage for the sake of present and future generations. (Handbook of Cultural and Heritage Management)
Place branding applies branding techniques and marketing strategies to historical and/or heritage sites.