Exploring Cultural Branding Strategies in Aligning with African Thought and Collective Heritage

Abstract

The article is an outcome of research that assessed branding approaches to align African thinking and group legacy in African museums. The research aims to address a knowledge and practice gap regarding the ability of African heritage institutions to rebrand themselves outside the colonial past to create cultural identity, sustainability and Pan-African awareness. The review of heritage governance, museum definitions and branding practices is a qualitative approach that has helped to explore potential solutions to the problem of balancing authenticity, participation and global relevance. Results are that, African museums need to embrace hybrid strategies, incorporating bottom-up communitybased participation with novel brand-focused practices to be credible, inclusive and impactful. It is concluded that adherence to museum branding to African collective heritage will bring resilience, cultural ownership and wider social value. The article suggests placing more emphasis on inclusive government, green branding and heritage-based cultural diplomacy