The purpouse of this thesis is to, by a focus group, generate a suggestion for a

opinion poll. This opinion poll is to be used to measure consumer attitudes towards

brand extension from a record label to a fashion or/and art.

The focus group took place in Berlin with seven participants, all with high interest in

both/or one of the subjects discussed; Music and designer-clothing. The people was

recruited for the focus group by the snowball sample method and was given a topic

to discuss and the authors interfered only when it was necessary to point the

discussion in the right direction.

From the very beginning of the focus group the participants had a negative mindset

towards basically any brand extension from a independent record label. The authors

considered and established that this was most likely an effect of a syndrome that was

rooted in anti-commersialism. This was something that the authors had to consider

when analyzing the theoretical and empirical material collected and when creating

the opinion poll.

The result of the thesis is 13 questions presented in a opinion poll. These questions

was generated thru analyzing the empirical data together with the theoretical

framework.