Cultural heritage branding in a deglobalized world: global brand resonance through local cultural events

Purpose This study aims to examine how cultural heritage brands navigate deglobalization pressures through a novel hybrid framework that integrates physical and digital dimensions. Design/methodology/approach The research employs a qualitative case study methodology, applying life cycle theory and grounded theory analysis to examine temple fair’s brand evolution from 2011 to 2024. Data collection included participatory observation, in-depth interviews and archival analysis of festival documentation. Findings The analysis reveals four distinct stages in cultural heritage brand development: cultural foundation (2011–2013), digital transformation (2014–2016), global recognition (2017–2019) and strategic adaptation (2020–2024). Digital innovation and strategic adaptation emerge as critical mechanisms for balancing cultural heritage preservation with global audience engagement. Practical implications The findings provide actionable insights for cultural heritage brand managers seeking to develop resilient, adaptive and globally resonant brand strategies while preserving authentic cultural elements. Originality/value The study introduces the concept of cultural brand resilience and develops a novel framework demonstrating how localized authenticity and digital outreach enable heritage brands to thrive amid deglobalization. This bridges a gap in understanding how cultural heritage brands maintain relevance in shifting global dynamics.