1. What is the Martha Stewart brand? What is the brand identity? Are there multiple brand identities? The Martha Stewart brand is synonymous with the traditional and elegant American lifestyle. He is brilliant at channeling his clients' taste and passion towards new products and media. It is said to turn "dreamers into doers." Considering this in the context of how corporate strategists want the brand to be perceived by internal and external constituents leads to a brand identity. The primary identity or primary associations include words such as “American life,” “homely,” “tasteful,” “elegant,” “practical information,” and “home.” Extended associations include words related to the product offering such as "gardening," "cooking," and "home remodeling," as well as words showing conflict in the person of Martha Stewart such as "gracious hostess" versus "perfectionist" and "model of femininity” vs “businesswoman”. Other secondary attributes include Martha's slogan "It's a good thing" and the Turkey Hill chicken coop. The core identity, or brand essence, defines MSLO's guiding vision. As such, these values should not and do not change in relation to consumer segments, brand extensions or business strategy. However, the way the brand is promoted, communicated or advertised in different segments may differ. Indeed, identity may be perceived as different among MSLO clients. Different brand images may exist among customers of different offers: home, kitchen, gardening.2. Where do these identity elements come from: Martha Stewart the person or Martha Stewart the brand? The reality is that it is nearly impossible to separate Martha Stewart the person from Martha Stewart the brand. The success of MSLO lies in the successful creation of the brand starting from the person. For example, the strength of Martha Stewart's brand can be found in how the customer takes ownership of the brand. In a way, they "relate" to Martha. Martha touched their lives and made them better. “Ask any of her brand loyalists and they will tell you that Martha understands their lives, which is why they listen to her, follow her advice, and buy her products” (Frankel). Attributes such as “tasteful,” “elegant,” and “homemaker” are personality traits while “cooking” and “gardening” are MSLO traits. Likewise, as we have seen in the case, a comprehensive MSLO report will undoubtedly include stories about Martha Stewart's personal life. The brand and the company manage to make her a celebrity and vice versa.
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