The thesis discusses the importance of a good communication strategy for the development of a cultural product brand. Pag lace is an intangible cultural heritage of Croatia that has great potential in the development of recognizability of itself as an intangible cultural property that is protected by UNESCO, as well as the Croatia as a country in the world. Croatia is full of both tangible and intangible cultural heritage, which is often not mentioned much in the media. It is through branding and image development of Pag lace that the world and public knowledge about the product itself can be changed. With the availability of technology and the Internet, thanks to which "the whole world is in the palm of our hand" it is possible to bring Pag lace closer to a large number of people and show how a cultural product with centuries of tradition and history can adapt to present and future. Through in-depth interviews with prof. dr. sc. Daniela Angelina Jelinčić and Ivan Friščić, a fashion designer, we will explore the ways in which Pag lace as a product can be branded. The aim of this thesis is to answer research questions through recent literature, designed communication strategy and activities and in-depth interviews with experts: Can a quality communication strategy increase the visibility of the products we communicate and how strong elements of cultures and traditions can be in creating a communication strategy?