Culture has traditionally been represented by tangible assets in place branding, such as landmarks and cultural facilities, rather than intangible cultural expressions. Nonetheless, intangible cultural heritage (ICH) – immaterial values, expressions, and practices that individuals recognize as linked to traditions and legacy – is important to create meaning for tangible assets. ICH creates value on different levels – from nation branding to branding a single attraction. It is linked to self-identification and sense of belonging, forms a unique selling point, and connects to place sustainability. ICH's authenticity needs to be guarded against short-term cultural appropriation, while it may gradually be reinterpreted and reimagined.