Effect of Narrative with Cross-cultural Innovation as Cultural Heritage Branding Strategy

Cultural heritage preservation has been an issue that is constantly being discussed as it contains a duality of aspects which are economic and cultural perspectives, whereas both perspectives are often seen as contrasting. Commercialisation to the international market is one of the ways to keep economic and cultural aspects of cultural heritage balanced as well as being widely preserved. To be able to achieve its profitability while the product development is limited due to the preservation of certain cultural values, an appropriate and meaningful branding strategy is required. As a part of the resources of its origin country, the branding of cultural heritage will also give effect to its nation branding, whereas the branding concept could be aligned to place branding. One of the approaches that are seen as applicable to place branding is using narrative. The object of this research is to investigate whether the narrative approach as a part of the branding strategy of cultural heritage could affect the international market's brand receptivity. There were two main objectives derived from the research question, which were contributing and related factors to brand receptivity; ideas for brand development, and effects of the narrative. The research is undertaken on Palembang Songket as a traditional textile from Indonesia to be delivered to the UK market. The research was commenced by collecting the secondary data from existing literatures and the primary data was taken in the basis of qualitative and quantitative research and analysis, using an online survey with designated narratives in between the questions, with cross-cultural innovation embedded in the narrative visuals. The influence and effect of prior traits of the consumer on the effect of the narrative are identified. Extension of research regarding the variable and sample size, experiential approach, and concerns towards intellectual property rights issue is expected to be complementary in the future.