Confraternities as Instruments of Place Branding

Constructing the Andalusia Brand

Authors

DOI:

https://doi.org/10.62161/sauc.v12.6178

Keywords:

Brotherhood marketing, Place branding, Andalusia brand, Cultural identity, Intangible heritage, Territorial communication, Cultural tourism

Abstract

Beyond their religious dimension, Andalusian confraternities (cofradías) constitute a strategic asset in territorial brand construction within the framework of place branding. This study, based on ten in-depth interviews with experts in place branding and cultural communication, analyses their contribution to Andalusian identity, their role in symbolic management, and the risks and opportunities associated with their integration into branding strategies. The findings indicate that these confraternities strengthen the sense of belonging and project an image that is both authentic and emotionally resonant, combining tangible and intangible heritage. Identified risks include folklorisation, political instrumentalisation and social exclusion, while opportunities relate to international positioning linked to cultural and spiritual tourism. The study concludes that their strategic incorporation must be grounded in ethical, inclusive and participatory governance, ensuring the preservation of their authenticity and their value as a living cultural expression of Andalusia.

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Published

2026-09-03

How to Cite

Berraquero-Rodríguez, D., & Cristòfol, F. J. (2026). Confraternities as Instruments of Place Branding: Constructing the Andalusia Brand. Street Art & Urban Creativity, 12(5), 22–34. https://doi.org/10.62161/sauc.v12.6178

Issue

Vol. 12 No. 5 (2026)

Section

Research articles

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