Several land-grant institutions have adopted a name to encompass the teaching, research, and Extension components of the university, creating a brand identity for those public services. But, in the mind of stakeholders, has the connection between the tripartite mission and the brand name been made? The study reported here sought to determine agricultural producers' and community leaders' awareness and perceptions of the mission of a land-grant institution. Both groups were informed and held positive views about the research, education, and Extension activities of the university, but, unaided, did not connect these activities with the brand name. (Contains 5 tables.)