This thesis is a case study based on the organization of Färjestad BK. The organization faced a crisis when the stakeholders perceived them as an excluding organization. A brand can experience a brand failure where the identity does not match the image. A brand recovery is needed to restore and improve the situation as the brand is facing a crisis. The purpose of this thesis is with a case study describe an organization’s brand recovery effort from a brand image failure, and changing the brand image with a connotation. Färjestad BK were given the name “the family” with a scornful meaning and wanted to make the expression their own with a positive tone it. In the theoretical framework brand image, brand identity and brand loyalty will be explained. Image restoration theory will be described as well as the key organization viewpoints to give an understanding of how a brand failure can potentially lead to a brand recovery. The method used in this case study is a qualitative data collection based on semi- structured interviews. The interviews are conducted with five individuals related to Färjestad BK. The transcripts of these interviews were then coded and analyzed to identify patterns and themes, which were interpreted in the context of the theoretical framework. The result describes how Färjestad BK realized that a change was needed since there was a dissimilarity between the brand image and the brand identity. The analysis connects the results to the four characteristics of the key organizational viewpoints. In the discussion, the reasoning around these levels was further developed with support from the theoretical framework. Further the contributions are presented and describes how the key organizational viewpoints can be used in a brand recovery as well as the impact of connotations.