Master of Science / Communications and Agricultural Education / Lauri M. Baker / The purpose of this study was to identify how K-State Research and Extension (KSRE) has established and maintained its brand through external communication with target audiences. The three research objectives were to determine the extent to which, 1) branding guidelines were followed, 2) calls to action were provided, and 3) key audiences were targeted. A quantitative content analysis was conducted to assess a representative sample of all communication KSRE state employees published within one year, November 1, 2012 to October 31, 2013. The Social Exchange Theory (SET) served as the framework and research objectives were based on the concept of Integrated Marketing Communication (IMC). The study found the correct name of the organization appeared in only 56.6 % (n= 611) of units; appearances of images, graphics, and the official slogan were also minimal. Primarily, the study identified a need for increased specification and clarity in the guidelines in order to promote increased consistency. This study serves as a benchmark for future measurement, a basis for recommended changes, and a call for other state extension agencies to examine communication in similar studies. The researcher recommends the organization makes substantial edits and additions to the branding guidelines, provides employees with training, and implements a regular evaluation of communication efforts to monitor brand representation and communication effectiveness. Additionally, the researcher addresses the need for an IMC model specific to extension, to help communicators implement more strategic and measurable efforts.

A brand has to communicate to its customers in a consistent way to achieve a strong position and to distinguish from competitors on today’s market. Many companies operate and offer their products and services on the current market in physical and virtual environments. Therefore the issue to communicate in a consistent appearance within all channels is an increasing challenge. This thesis work studies the matter of how companiesare working with brand consistency in their business in physical and virtual environments. This was done to analyze the consequences of the problem when a brand isinconsistent in its messages to the customer and in its operations. For this work the qualitative research method and a case study have been chosen. The case study includes observations of three physical Stadium stores, located in the centre of Gothenburg, Sweden and Stadium’s website. This was chosen to analyze this matter in real life in both environments. The theoretical framework consists of two main areas: These are branding and relationship marketing, which support this research. Brand includes the theories of brand identity and brand image, and relationship marketing comprises the theories of customer loyalty, brand communities and additional value. These areas have been used throughout the whole work as tools to research the issue of brand consistency. The empirical data has also been recorded according to these areas. As the conclusion, the findings of the thesis work have shown that brand consistency builds an important part in a company’s communication channels. For the case of Stadium it can be stated that it has positive approaches in working with brand consistency but also points out parts that are lacking and indicating inconsistency. / Program: Magisterutbildning i Fashion Management

The lack of synergy between design and marketing departments can result in less innovative products which can lead to less customer satisfaction. This problem has affected the perfume and cosmetic industry as well, which is considered to be an industry with high competitiveness but also a high innovation rate. The purpose with this study is to understand how consumers' purchase intention can be affected by the characteristics that appear in each collaboration pattern, marketing lead, design lead and co-branding, in order to contribute to a more effective cooperation between external design and marketing in the perfume and cosmetic industry. The study has been based on two theories and one previous research. The theories are Kellers (1993) Consumer Based Brand Equity and Arnoulds and Thompsons (2005) Consumer Identity Project based on the Consumer Culture Theory. The previous research on which this study is based is Hemonnet-Goujots Abecassis-Moedas' & Manceaus (2020) “When external design and marketing collaborate to develop new products: A typology of patterns”. The study has been based on a qualitative research method with a deductive and a hermeneutic approach. The results showed that consumers' purchase intention is affected by brand recognition in products with a high brand consistency. In addition, consumers can be affected by the brand image and the non-product-related attributes together with the symbolic benefits of products with a high rate of innovation and thus of products where a star-based designer is involved. The Consumer's Identity Project is something that always affects the purchase intention, regardless of the characteristics of the product. The information that the study contributes with can be used by companies with external design and marketing in a strategic way to choose which collaboration pattern they want to work with. / Bristen på synergi mellan design och marknadsföring kan resultera i mindre innovativa produkter, som i sin tur leder till mindre kundnöjdhet. Denna problematik har inte minst påverkat parfym- och kosmetikabranschen som anses vara en bransch med hög konkurrenskraft och med hög innovationstakt. Syftet med studien är att förstå hur konsumenternas köpintention kan påverkas av kännetecken som förekommer i respektive samarbetsmönster, marketing lead, design lead och co-branding. Detta för att bidra till ett mer effektivt samarbete mellan extern design och marknadsföring. Studien har utgått från två teorier och en tidigare forskning. Teorierna är Kellers (1993) kundbaserat varumärkeskapital (Costumer Based Brand Equity) och Arnould & Thompsons (2005) konsuments identitetsprojekt (Consumer Identity Project) utifrån konsumentkulturteorin (Consumer Culture Theory). Den tidigare forskningen som denna studie har grundat sig på är Hemonnet-Goujots, Abecassis-Moedas & Manceaus (2020) “When external design and marketing collaborate to develop new products: A typology of patterns”. Studien har utgått från en kvalitativ forskningsmetod med en deduktiv ansats samt ett hermeneutiskt synsätt. Resultatet visade att konsumenternas köpintention påverkas av varumärkesigenkänning vid produkter med en hög varumärkeskonsistens. Därtill kan konsumenter påverkas av varumärkesbild och de icke-produktrelaterade attributen i samband med de symboliska fördelarna vid produkter med en hög innovationstakt och därmed vid produkter där en stjärndesigner är inblandad. Konsumentens identitetsprojekt är något som alltid påverkar köpintentionen oberoende på vilka kännetecken produkten förekommer med. Informationen som studien bidrar med kan utnyttjas av företag med extern design och marknadsföring för att på ett strategiskt sätt välja vilket samarbetsmönster de vill arbeta med.