Brand Recovery: A Quick Fix Model for Brand Structure Collapse

Exploring the gap between brand profile and brand identity, this study discusses destination branding strategies from the supply-side perspective using well-being tourism development in Finland as a case study. To apply branding strategies to destination marketing is a challenge, especially when brand structures are created by external experts in a top-down manner with minimum coordination. Few destination branding researchers have focused on strategies for restoring the brand structure. The strategic quick-fix model developed in this article comprises three phases: learn, coordinate, and organize. It is presented as a destination brand management tool for brand recovery, which highlights the importance of knowledge transfer, active actors, and external support.