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Cultural Heritage and Branding in the Digital Age: Balancing Innovation and Integrity

Author(s)

Jiayi Yu*

Affiliation(s)

Winchester School of Art, University of Southampton, Southampton, Britain *Corresponding Author

Abstract

In the digital age, cultural heritage has increasingly been mobilized within branding strategies, particularly through the integration of traditional cultural artifacts, motifs, and symbols. While such practices provide opportunities for cultural visibility and commercial innovation, they also raise ethical questions about cultural appropriation, historical erasure, and the commodification of heritage. This essay examines how museums and global brands engage with cultural heritage in both physical and digital branding, drawing upon case studies such as the British Museum, the Louvre, and H&M’s controversial appropriation of Māori tā moko designs. Through critical engagement with scholarly perspectives, the discussion highlights the risks of reducing culture to mere aesthetics and proposes a “culture + creativity” framework to reconcile commercial branding with respect for cultural integrity. This approach emphasizes the need for contextualization, storytelling, and collaboration with cultural stakeholders to ensure authenticity. Ultimately, the essay argues that while branding can enhance cultural access, it must avoid perpetuating historical inequalities or reducing heritage to decorative commodities. The conclusion underscores the importance of sustained critical reflection and ethical responsibility in balancing cultural innovation with heritage preservation.

Keywords

Branding Design; Cultural Heritage; Branding; Museums; Cultural Integrity; Digital Age

References

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