The Role of Folklore in Creating a Territorial Brand Identity: The Case of the Barents Region

This thesis examines the role of folklore, myths, and legends in shaping territorial brand identities. As a core element of intangible cultural heritage, folklore conveys values, authenticity, and emotional meaning that can strengthen connections between places and audiences. Using the Barents Region as a case study, the research explores how shared and unique folkloric traditions across Norway, Russia, Finland, and Sweden can be applied in branding strategies. Special attention is given to the use of folklore characters as brand heroes, offering a creative and culturally grounded tool for territorial brand development and promotion. By integrating cultural studies and branding theory, and applying methods such as case analysis, surveys, and expert interviews, the research demonstrates how folklore characters can function as powerful cultural ambassadors, bridging local identity with international recognition.