摘要：In today’s globalised world in which both communications and marketing experts struggle to attract public attention, in a world overloaded with information to such an extent that the apathy aspect is the response to advertisers’ messages, branding is becoming one of the key factors in the success of companies, products and services, and they also include cultural content. The theme of this paper is linked to the importance of implementing the branding of traditional art as a cultural product on this market, taking the sole professional folklore ensemble in Croatia as an example.
