This study explores the heritage brand experience of the consumer and the journey from brand knowledge to loyalty in the context of a transformative brand experience (TBE). A phenomenological approach was adopted to explore meanings of the transformative experience in respect of visitor motives, authenticity, emotional engagement, and brand equity. Interview data obtained from 46 consumers of a heritage brand are supported by photographs, images and participants’ journal writings that offer valuable insights into TBE. The findings revealed that key elements of TBE influence consumers’ relationship with the heritage brand, and that the TBE influences the pathway towards loyalty. This study proposes a TBE model that explains the consumer pathway from brand knowledge towards brand loyalty when consumers engage with heritage brands during transformative experiences. By exploring consumer-based brand equity in tourism heritage experiences, the model contributes to theory related to the domains of heritage branding and tourist experience.