This thesis investigates how an external factor can influence consumers’ perceptions of a well-established brand. In this thesis, it is investigated if the Muhammad Crisis has had an influence on the then much-criticized Arla brand in Denmark. This implies a combination of principles, values and associations that might have an impact on consumers’ feelings towards a company and its products. Consequently, branding concepts such as brand equity, image, loyalty and reputation will be discussed in order to collect correct data and relate it to the case. The case refers to how Arla Foods was drawn into the Muhammad Crisis a victim, and it will be analyzed how the crisis affected how the media portrays Arla Foods and if it has change consumers’ feelings towards the company. In order to assure as high reliability and validity as possible, both secondary and primary data will be collected. The secondary data consist of e.g. articles written by the press from before, during and after the crisis and annual reports and press releases from Arla Foods’ own archives. Because this thesis also deals with consumer perception and feelings, the primary data consist of in-dept interview with consumers as well as a journalist, co-op manager and a sales director at Thise Mejeri. By using a hermeneutic approach to interpreting the data, it will be concluded how and if the Muhammad Crisis has influenced the perception of Arla Foods.