How can marketing and intellectual property help marginalised communities harness their intangible cultural heritage (ICH) to contribute to sustainable livelihoods while avoiding the perils of over-commercialisation? This is the central question that is addressed in this chapter which starts by highlighting the legal frameworks for intellectual property (IP) and how these are quite different from those for safeguarding of intangible cultural heritage (ICH). While both seek to regulate information, they do so with very different underpinning theories, goals and tools. By reference to the HIPAMS project, the chapter explains how IP can be used to underpin marketing strategies when heritage bearer communities commercialise their ICH showing how, in practice, IP can be a useful tool in pursuit of sustainable development.
|Title of host publication||Critical Approaches to Heritage for Development|
|Editors||John Giblin, Charlotte Cross|
|Place of Publication||UK|
|Number of pages||17|
|ISBN (Print)||9780367619756, 9780367619787|
|Publication status||Published - 15 Dec 2022|