Branding culture in an increasingly fragmented world

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings With globalization in reverse, cultural heritage brands can extend their reach by utilizing the capabilities of emerging digital technologies. By remaining authentic and upholding their local traditions, this approach enables such brands to enrich the experience of a global audience and increase their resilience while doing so. Originality/value The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.