01454nas a2200157   4500008004100000020001400041245008100055210006900136260002300205300001600228490000700244520088200251100003601133700002801169856009901197       2019                        eng d  a1695-712100a"We are brand." Tourism and UNESCO brand in the Intangible Cultural Heritage0 aWe are brand Tourism and UNESCO brand in the Intangible Cultural  c2019/12//undefined  a1127 - 11410 v173 aThe UNESCO brand represents an added value in cultural heritage and recently in intangible heritage. With this distinction you get a remarkable visibility and prerogatives in tourist destination offers that are not always developed in the same way, hence the need for its analysis. The present work addresses the theme of the UNESCO brand in Intangible Heritage and its relationship with tourism from a case study: the revitalization of traditional knowledge of artisanal lime in Moron de la Frontera (Seville, Andalusia), recognized program as an example of good safeguard practice, registered in the Register of Good Practices of UNESCO in 2011. Although exhibiting a heritage asset as a UNESCO brand ("we are brand") is a recognition of prestige, we consider to what extent and in what way that recognition satisfies the tourist expectations that the local society may have.1 ade Madariaga, Celeste, Jiménez1 aAsencio, Fermín, Seño  uhttps://navarchivo.com/es/we-are-brand-tourism-and-unesco-brand-intangible-cultural-heritage-0