01251nas a2200157   4500000000100000000000100001008004100002260000800043100002500051700001900076245008100095300001400176490000700190520088200197022001401079       2019                            d  cdec1 aCeleste de Madariaga1 aFermin Asencio00a"We are brand." Tourism and UNESCO brand in the Intangible Cultural Heritage  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.  a1695-7121