Business Case Studies, Brands & Branding and Private Labels Case Study, Martha Stewart, Marketing Case Study

print page
Tell A Friend

Case Categories

Brands & Branding and Private Labels Case Study

Case Title:

The Redemption of Martha Stewart

Publication Year : 2006

Authors: Mridu Verma

Industry: Home Appliances and Personal Care Products


Case Code: BBP0052P

Teaching Note: Not Available

Structured Assignment: Not Available

Buy This Case Study

MarthaStewart (Martha), Chairman and CEO of Martha Stewart Living Omnimedia (MSLO), is also the company’s flagship brand. After Martha resigns following charges of insider trading, MSLO distanced itself from brand Martha. Martha’s operatic fall and a successful return raises signficant questions about the notion of personal branding where the company’s founder or CEO 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?

Pedagogical Objectives:

  • The case discusses personal branding strategy, its advantages and pitfalls.

Keywords : MSLO, Martha Stewart, ImClone scandal, personal branding, The Apprentice, magazines, prison, KB Homes, Charles Koppelman, comeback strategy, Brands & Branding Case Study, subscription revenues, image management, Martha Stewart Living, Martha Stewart Rules, reformed woman

Recently Bought Case Studies

    Recently Bought Case Studies

    Executive Interviews

  • Al RiesAl Ries

    Chairman of Ries, an Atlanta-based marketing strategy firm
    Speaks on Brands and Branding
  • P GopalakrishnanP Gopalakrishnan

    is a Vice-President, CavinKare International Business.
    Speaks on Brands and Branding
  • Richard RawlinsonRichard Rawlinson

    Richard Rawlinson, is a Vice President of Booz & Company
    Speaks on Marketing in a Downturn
  • View All Executive Interviews»

Contact us: IBS Case Development Centre, Survey No. 156/157, Dontanapalli Village, Shankerpalli Mandal, Ranga Reddy District, Hyderabad-501203, Telangana, INDIA, E-mail:

©2020-2025 IBS Case Development Centre. All rights reserved. | Careers | Privacy Policy | Terms of Use | Disclosure | Site Map xml sitemap