We chose to perform a case study in Sweden. The study focuses on how a region with special conditions work to achieve its vision and goals by using marketing strategies for brands. We chose to investigate the island Gotland, which is distinguishes itself from other regions in Sweden because it is an island. The purpose of the stud is to investigate the extent of brand identity Gotland entails with their vision and objective until 2025. We examine how the region´s development programs develop through a document study that contains both steering documents and follow-up reports. The second method we have chosen for the empirical work is conducting interviews with two large Gotlandic businesses and an external consultant. The main results show the factors that underlie the region´s change process is the desire to attract capital. That is- more residents and companies in front of tourists. And the follow-up reports show the region has not fulfilled their goals. Our theoretical frame of reference consists of theories about brands, site marketing, change processes, and change leadership.