ABSTRACT
In the business world a strong brand image is considered a business asset, as it has the capacity to build a strong customer loyalty towards the brand. But does a strong national music brand really support Icelandic music? The chapter outlines how the image of Icelandic music has been formed without direct input from the music industry itself. Interviews with performers and managers show how these musicians struggle with this label: it both supports and hinders them creatively. It also reveals the extent to which they are constantly pulled towards Icelandic nature by the international media.
