| Summary: | Storytelling has emerged as a powerful tool in branding, particularly in the realm of cultural and heritage tourism. Since tourists are increasingly looking for genuine experiences that reflect the local culture, authenticity has emerged as a crucial component of branding and tourism. Using Fischersund, an Icelandic perfumery and retail store in the heart of Reykjavik, as a case study, this thesis explores storytelling's role in developing a perceived "authentic Icelandic" brand. The study looks into how the use of storytelling in brand communication affects Fischersund's perception as an "authentic Icelandic" brand among visitors to the nation. The thesis begins by examining the definitions and implications of authenticity in the fields of branding and tourism, in addition to its multifaceted nature. The article then explores the wider context of Iceland and tourism. The primary research question of the thesis is, "How does the use of storytelling in brand communication impact the success of Fischersund as a perceived ‘authentic Icelandic' brand?" This thesis focuses on three distinct storytelling strategies employed by Fischersund, namely the use of a signature brand story, nostalgic storytelling, and creating a memorable experience through experiential storytelling, and how these strategies help establish the brand as a perceived authentic Icelandic experience. Drawing on the literature review and analysis of Fischersund's branding strategy, this thesis hypothesizes that these storytelling techniques positively impact the brand, helping to create a sense of authenticity for non-Icelandic visitors. By creating stories that emotionally connect with tourists and arouse positive feelings, Fischersund differentiates itself and helps its audience feel a stronger connection to Iceland. This thesis aims to add to the body of knowledge on storytelling strategies in branding by offering insightful information about how well this strategy works in building a true place-based brand in the ever-changing tourism sector.
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