UNESCO ÜMUMDÜNYA MƏDƏNİ İRS MARKASININ YARADILMASININ ƏHƏMİYYƏTİ

The article explores the importance and significance of creating a UNESCO World Heritage brand. Considering the benefits of being recognized as a world heritage site have been analyzed. At the same time, the advantages of including historical and cultural monuments located in the country in the UNESCO World Heritage List were noted. The relationship between tourism and the UNESCO World Heritage List was discussed. The benefits of the UNESCO World Heritage Mark for the tourism sector and, in parallel, for the economy have been explored. The importance of marketing and communication in the promotion of the world heritage brand was noted, and recommendations were given on ways to increase awareness of the UNESCO world cultural heritage brand. The problems of brand management of international importance were touched upon. The article also classifies the monuments included in the UNESCO World Heritage List into three categories. UNESCO stressed the importance of the designation of the world cultural heritage as a brand.