This paper examines monuments as contested agents of memory and identity in Sardinia. Using case studies of Carlo Felice, Eleonora d’Arborea, and Mont’e Prama, it analyzes how historical narratives, political claims, and heritage-marketing shape interpretive frameworks. It explores tensions between academic history, popular branding, and the resignification of public space. Ultimately, monuments emerge as dynamic nodes where collective memory and economic interests intersect, reflecting ongoing struggles for cultural identification.