ABSTRACT
This chapter notes that both places and corporations often rely on elements drawn from their pasts in their branding strategies and campaigns. The role played by history, however, prompts a number of questions. What are the reasons that make the past an appealing source of resources and inspiration for branding? What elements of the past are appropriate for use and who makes that choice? What is the process that turns elements of the past into a heritage that is relevant in the present and can be used to craft a strategy that relates to the future? This chapter explicates the various ways in which heritage, as the contemporary uses of the past, is used within place branding, including examples from places that are not widely known as historic or dependent upon heritage-based economies. The process of turning history into heritage and heritage into strategy is scrutinised in order to reach a better understanding of the decisions involved and the tensions caused. The chapter draws parallels between corporate branding and place branding and reflects on possible mutual lessons. Thus, this chapter contributes to a re-construction of the relationship between history and branding through re-appreciating its complexity.
