Martha Stewart Brand Dilution

5. Describe at least three characteristics that you want people to associate with your brand. (1-3 sentences. 3.0 points)

Martha Stewart is an American Home decorator Icon surrounded by accusations of Inside trading, Obstruction of justice, False statements and Conspiracy. Her trial and investigation lasted for two years ending with her being found guilty of charges and convicted to spend time in jail, home arrest and probation. In this work I will expose Martha Stewart’s behavior and why her actions were considered outlaw, unethical and unprofessional. I will also explain which ethical behavior she used and how that affects her image, financial status, social position, fame and followers.

You’re working with a new brand identity. How do you develop a solid understanding of what it is and where it’s going?

However, it is perhaps not entirely right to say that your actions, or what you have been accused of, have nothing to do with MSO. Joan Didion, in her essay “Everywoman.com,” suggests how your reputation is integral to MSO, and she quotes from MSO’s 1999 prospectus: “Our (MSO’s) business would be adversely affected if Martha Stewart’s public image or reputation were to be tarnished” (146). Indeed, a New York Times article by Constance L. Hays, dated 1 May 2003, reports that MSO’s “total revenue fell 14.6 percent in the first quarter” and that “the share price, battered after Ms. Stewart’s name surfaced in connection with the ImClone insider-trading investigation last summer, fell another 11.3 percent.” One could argue that MSO’s poor performance is necessarily due to the difficult state of the economy at present, but according to MSO’s accounts, your company was in fact posting growing revenue figures until you were implicated in the Imclone scandal. So as you can see, your public image is closely intertwined with the survival and prosperity of MSO. Your actions do indeed affect your stakeholders.

Jay Matheson is apple college representative and is also attending Lynn to earn his doctorate degree. He also spoke about the important of being able to set yourself apart from everyone else. The quote he said that stuck out to me was powerful personal brand will set you apart from the crowd. He spoke about how brands are not the label or product. He said that the brand is not what they say it is which is from the company’s standpoint and then said what the customers say is what they say it is. The last thing that I toke from what he said was the top five brands that impacted us are apple, Starbucks, Wikipedia, Google, and Facebook.

Observations About Equal Justice In The U.S. Insider Trading Regulations, suggest that Martha Stewart was a victim of Enforcement Bias. Hemingway proposed that Stewart’s personal characteristics such as simply being a woman, a financial supporter of the Democratic Party, and being a public figure could be reasons for why she may have possibly been singled out for criminal prosecution. Hemmingway explains that there could have been a gender bias since the trading activity involving ImClones stock included more men than woman. Martha Stewart is also a Democrat and financial contributor to the Democratic Party, Hemingway explains. Adversely she enlightens, that Kenneth Lay, who used to be the CEO of Enron Corp. also reportedly cashed out of his Enron stocks before its market price fell, however he was never prosecuted. Hemingway acknowledges that Lay is a republican and financial contributor to the Republican Party, insinuating that Stewart is being made an example of because she is on opposite sides of the presidential campaign. (Pp.251 and 271-276.) From my understanding, this passage in the Hemmingway’s journal basically says that Stewarts celebrity status was used to make an example out of and show society that there are legal consequences for Insider Trading. This allows an individual to question the fact that there was no justice served in the Enron

America’s most famous homemaker, Martha Stewart, is one of the business mavens involved in an insider trading scandal in the late 2001. Born in 1941 as Martha Kostyra, she developed a passion for gardening, cooking, and housekeeping at an early age. Her mother taught her the basics of baking, cooking, canning, and sewing while her father introduced her to gardening. She married Andrew Stewart while attending Barnard College in New York City. Martha started her career as a successful stockbroker on Wall Street. In order to satisfy her childhood passions, she left the stockbroker business and opened a gourmet food shop that became a catering business in Westport, Connecticut. She is the founder and former CEO of Martha Stewart Living Omnimedia, Inc., engaged with television, publishing, electronic commerce, merchandising, and related international partnerships. Stewart had an estimated net worth of $650 million prior to the insider trading scandal.

The case is about Martha Stewart, the queen of home improvement in the US. The case highlights the emergence of Martha Stewart as an entrepreneur and the establishment of her company in the late 1990s. The case also outlines the decline of the ‘Martha Stewart’ brand and the subsequent fall in revenues of her company, Martha Stewart Living Omnimedia after she was indicted in the Imclone stock scandal. After serving the sentence in 2005, Martha made a comeback with TV shows, a self-authored book, and a radio show among several others of her comeback plans. But it is felt that the comeback is not making an effect on the company’s revenues. The case tries to analyze answers for two main issues- Will the elaborate comeback strategy of Martha

When consumers hear the word personal branding, they will automatically associated personal branding with corporate branding (Gail (2010), When a company has established a good reputation and have endurance longevity, customers will keep that company on their mind and not concern with a particular product.  For

One of Zahra’s primary concerns should be to ameliorate the damage of McInnes’ actions on the integrity of the David Jones brand in the public eye. This is a critical organisational behaviour issue due to the correlation between projected brand image and firm cultural identity (Gioia et al. 2000). David Jones employees, of which 79.5% are female (David Jones Limited 2010) may feel alienated from organisation’s identity due to

According to the American Marketing Association (AMA), a brand is a “name, term, sign, symbol, or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition”. However, as Keller highlights, a brand is also “something that has actually created a certain amount of awareness, reputation, prominence, and so on in the marketplace”. Therefore, a brand is an identity created to differentiate itself from the competitors and to be remembered in consumer’s mind.

According to Keller (2012) state that brand identity and image as two key vital tools to manage brands effectively, Furthermore, as shown Figure 2, Brand identity at the sender side, to deliver such as brand meaning, aim. Also, it exist the other source: firstly, company might consider the mimicry situation and marketing area; second, Stella create hers company exactly based on hers lifelong vegetarian faith. Message side shows the nature factors of brand, the product Stella mainly provide, target markets, stores located and the communication with customers Like Stella target their customer as 20-50 years old people with higher income; Good fashion awareness; prefer design and high quality clothing; Eco-friendly, conscious women (Drexler, 2014). In this process, it exist competition such as Alexander McQueen, Vivienne Westwood which has similar sustaining operation background (Cronin, 2014). At final stage, brand image as Receiver side, customer receive Stella particular image. For instance, Point-of-Difference (POD’S) attribute stand out Eco-fashion, vegetarian image, environmentally and sustainability conscious (Stella McCartney, 2015).

Although brands do not solely refer to businesses and their products or services (e.g. charities, countries, celebrities), this essay will discuss their relevance to profits with regards to business operations unless specified. Where most companies must at some point make a decision (consciously or unconsciously) whether to brand their company or not, that question is often rhetorical. Brands are established whether the marketing manager says they should or not. The decision really is whether to implement conscious brand management within the business or not. That is the difference between a strong brands and weak brands. Where

In recent times, branding has played a pivotal role in some brands’ success. This has been made possible through the ability of some marketers to capture the essence and minds of people (consumers), and put the trends and characteristics into the personality of a brand. Customers have always found ways to identify themselves with certain products, and on several occasions, branding campaigns

Marketing Management, 14e (Kotler/Keller) Chapter 9 Creating Brand Equity 1) The first step in the strategic brand management process is ________. A) measuring consumer brand loyalty B) identifying and establishing brand positioning C) planning and implementing brand marketing D) measuring and interpreting brand performance E) growing and sustaining brand value Answer: B Page Ref: 241 Objective: 1 AACSB: Analytic skills Difficulty: Easy 2) The American Marketing Association defines a ________ as "a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors." A) copyright B) trademark C) slogan D) brand E)