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Rekabetin hızlı gelişimi birçok ekonomik alanı etkilediği gibi yeni ekonomik alanların oluşmasını da sağlamaktadır. İşletmeler arasındaki rekabet günümüz dünyasında kişiler, bölgeler, destinasyonlar hatta kültür mirasları gibi insanlık tarihini etkileyen diğer alanlarda da görülmektedir. Özellikle bulundukları bölgeye ve ülkelerine yüksek katma değer sağlayan kültür miraslarının stratejik önemi tartışılmaz noktadadır. Bu durum ise her kültür mirasının bir marka olarak değerlendirilmesi ve imajlarının yönetilmesini gerekli kılmaktadır. Bu sebeple kültür miraslarının marka imajı kritik bir önem taşımaktadır. Bu gerekçeler ile yapılan çalışma, marka imajını ve boyutlarını açıklarken, Unesco tarafından kültür mirası olarak ilan edilen Göbeklitepe ve Stonehenge arkeolojik alanlarının marka imajı açısından incelenmesini amaçlamaktadır. Çalışmada nitel araştırma yöntemlerinden betimsel analiz kullanılmıştır. Her iki kültür mirasının marka imajları, insanlık tarihi için olduğu kadar bulundukları ülkelere sosyal ve ekonomik katkı sağlamaları açısından da önemlidir. Araştırmanın sonucunda kültür mirası imaj algılamasının hedef kitleleri açsından önemli olduğu, Stonehenge’in imaj çalışmasının daha eski ve özerk bir yapıya bağlı olarak devam ettiği, bu sebep ile Göbeklitepe karşısında daha güçlü konumda olduğu ortaya çıkmakla beraber, Göbeklitepe arkeolojik alanının yeni fırsatlar sunduğu, yeni keşiflere olanak tanıdığı, bunun ise hedef kitlesi açısından cazibe potansiyelinin yüksek olduğunu göstermektedir. The rapid development of competition not only affects many economic areas, but also creates new economic areas. In today's world, competition between businesses is also seen in other areas that affect human history, such as individuals, regions, destinations, and even cultural heritage. The strategic importance of cultural heritages, which provide high added value to their region and countries, is undeniable. This situation makes it necessary to evaluate each cultural heritage as a brand and to manage their images. For this reason, the brand image of cultural heritage is of critical importance. While explaining the brand image and its dimensions, the study conducted for these reasons aims to examine Gobeklitepe and Stonehenge archaeological sites, which are declared as cultural heritage by Unesco, in terms of brand image. Descriptive analysis, one of the qualitative research methods, was used in the study. The brand images of both cultural heritages are important for the history of humanity as well as for their social and economic contribution to the countries where they are located. As a result of the research, it was revealed that the perception of cultural heritage image is important for the target audiences, Stonehenge's image work continues depending on an older and autonomous structure, therefore it is in a stronger position against Gobeklitepe, but the Gobeklitepe archaeological site offers new opportunities, the possibilities, this shows that the potential of attraction for the target audience is high.