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......

Join Now to view the rest of this term paper!
Members: Login to view this research paper.

Title: Martha Stewart Brand Dilution
Approximate Word Count: 1270
Approximate Pages: 6 (250 words per double-spaced page)

With the Term Papers Lab Membership Pass, you get instant access to every essay on this site, including this essay on Martha Stewart Brand Dilution, for as long as you remain a member.

Other essays sites charge almost $100 for a single term paper. At Term Papers Lab, you can get instant access to over 100,000 research papers for as little as $29.95!