Martha Stewart the brand classic embodiment of ups and downs.docVIP

 PAGE \* MERGEFORMAT 7 Martha Stewart the brand classic embodiment of ups and downs In any one morning, you can easily find one wearing a amp;quot;Marthaamp;quot; luxury cotton nightgown who are tasting from the amp;quot;Marthaamp;quot; gift basket out of the Japanese green tea, watch the CBS broadcast of ‘Martha Stewart life ‘program; in front of her as amp;quot;Marthaamp;quot; wood coffee tables, the top decorated with Martha’s Life Magazine ... ... amp;quot;Marthaamp;quot; brand in the U.S. people almost everywhere. As the United States ‘domestic Queen’ and the nation’s housewives idol, Martha Stewart (Martha Stewart) not only has a high value of personal image, but also the embodiment of their corporate brand. March 5, 2004, Martha Stewart sold ImClone because of the company’s shares on the question of motivation has been lying to the investigating officers convicted. Her company - Martha Stewart Living Omnimedia is also caught in extreme crisis. Many advertisers do not want in the company’s flagship publications advertising, some consumers are unwilling to opt for ‘Martha Stewart’ brand products, to the late summer of 2004, the company’s stock fell an unprecedented eight U.S. dollars, 2004 Fourth-quarter net loss of 59.6 million U.S. dollars. At that time, almost all commentators agree that, by Martha impact of Martha Stewart Living Omnimedia Inc. finished. However, beyond people’s expectation is that Martha Stewart make a comeback quickly and immediately returned to the spotlight. Martha’s release from prison on Wall Street have described a rare U.S. business ‘legendary comeback’ is one. However, the problem is still the embodiment of the brand placed in front of Martha Stewart Omnimedia problems. How do I re-established between the consumer and the Martha emotional relationship? Without Martha as a spokesperson, companies how to interpret the brand’s unique personality? Martha Rise and Fall of the Empire Martha Stewart was seen as the best interpre