The 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.