Rebuilding the 'Martha Stewart' Brand
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
The case discusses Stewart's and MSO's efforts to revive the "Martha Stewart' brand after Stewart was released from jail in 2005. It talks about the steps taken by the company to improve Stewart's image in public, which had a positive impact on the brand. The case concludes with a commentary on how Stewart's hits and misses were affecting MSO's business and whether the brand could be restored to its past glory.
» To study the rise and fall of a major lifestyle brand in the US.
Martha Stewart, Martha Stewart Living Omnimedia, Imclone Systems Incorporated, Kmart, Macy's, Martha Stewart Living, House Energy and Commerce Commission, Blueprint, Brand Revival, Securities fraud, Image Rebuilding, NBC, CBS, Entertaining, The Apprentice
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