The objectives of this essay are to (1) explore whether and in what ways the Song and Dance Celebration (SDC) as an element of intangible cultural heritage (ICH) is used in Estonian, Latvian and Lithuanian nation branding practices, (2) comparatively analyse elements of the tradition that allow it to constitute itself as an endogenous nation brand, and (3) determine whether or not the tradition is used in the new nation brands created by experts in the twenty-first century. In order to achieve this objective the essay contains a brief description of the SDC as an element of the ICH and its historical genesis, analysis of the theoretical aspects of the nation brand and the strategic nation branding process in the Baltic countries, describes cultural heritage as a resource in nation brand management, as well as selects and compares those aspects of the SDC tradition that form a link with the nation branding practice. The empirical comparative analysis of the SDC traditions is based on quantitative methodology, with data from a survey of the residents of Estonia, Latvia and Lithuania.

Published in Ullrich Kockel, Cristina Clopot, Baiba Tjarve & Máiréad Nic Craith eds (2019), Heritage and Festivals in Europe: Performing Identities, Routledge, ISBN 9780367186760 Available: https://tandfbis.s3-us-west-2.amazonaws.com/rt-files/docs/Open+Access+Chapters/9780367186760_oachapter3.pdf