Product details

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Abstract

Martha Stewart, Chairman and Chief Executive Officer of Martha Stewart Living Omnimedia (MSLO), is also the company''s flagship brand. After Martha resigned following charges of insider trading, MSLO distanced itself from brand Martha. Martha''s operatic fall and a successful return raises significant questions about the notion of personal branding where the company''s founder or chief executive officer is in effect its brand. Even as analysts write her off, Martha is determined to make a comeback and revive MSLO''s fortunes. The case outlines Martha''s startegy in reviving brand Martha to its former glory. Is the subsequent decline in her popularity a result of brand Martha being overexposed?
Location:
Size:
USD1 billion
Other setting(s):
2000-2006

About

Abstract

Martha Stewart, Chairman and Chief Executive Officer of Martha Stewart Living Omnimedia (MSLO), is also the company''s flagship brand. After Martha resigned following charges of insider trading, MSLO distanced itself from brand Martha. Martha''s operatic fall and a successful return raises significant questions about the notion of personal branding where the company''s founder or chief executive officer is in effect its brand. Even as analysts write her off, Martha is determined to make a comeback and revive MSLO''s fortunes. The case outlines Martha''s startegy in reviving brand Martha to its former glory. Is the subsequent decline in her popularity a result of brand Martha being overexposed?

Settings

Location:
Size:
USD1 billion
Other setting(s):
2000-2006

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