Martha Stewart Brand Dilution
1. What is Martha Stewart the brand? What is the brand identity? Do multiple brand identities exist?
Martha Stewart's brand stands for stylish and traditional American living. She is brilliant at channeling the taste and passion of her customers into new products and media. She is said to turn "dreamers into doers". Taking this in to the context of how corporate strategists want the brand to be perceived by internal and external constituents arrives at a brand identity. The core identity or primary associations include such words as "American living", "homemaker", "tasteful", "stylish", "how-to info", and "home". Extended associations include words related to the product offering such as "gardening", "cooking", and "home renovation", as well as words showing conflict in Martha Stewart the person such as "gracious hostess" vs "perfectionist", and "model of femininity" vs "business woman". Other secondary attributes include Martha's slogan "It's a good thing" and the Turkey Hill......
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Approximate Word Count: 1270
Approximate Pages: 6 (250 words per double-spaced page)
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