Abstract:
Cultural heritage encompasses historical monuments and tangible assets as well as everyday rituals, sensory experiences, production knowledge, material objects, and shared memories transmitted across generations. Advertising and brand communication constitute important arenas in which these cultural elements are reinterpreted and integrated into contemporary brand narratives. This study examines how long-established Turkish brands represent everyday cultural heritage in their advertising and brand communication and how these representations contribute to the construction of brand heritage narratives. The research employs a qualitative design based on purposive sampling and analyzes advertising films, brand films, corporate advertising, and corporate image content produced by ten established Turkish brands. Data were examined through directed qualitative content analysis. The findings indicate that everyday cultural heritage is represented through sensory experiences, rituals, production knowledge, everyday objects, material culture, and shared media memory. Brands connect these shared cultural resources with their own corporate histories to construct meanings such as trust, authenticity, continuity, expertise, familiarity, and belonging. The study treats everyday cultural heritage and brand heritage as distinct analytical levels and demonstrates how advertising selectively reorganizes shared cultural memory within strategic brand narratives. Accordingly, everyday cultural heritage functions as a dynamic communicative resource that links collective memory with corporate heritage and reinforces contemporary brand identity.

Keywords: Cultural heritage, everyday cultural heritage, brand heritage, advertising, brand communication, qualitative content analysis

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