Martha Stewart brands are weathering bad press, says consultancy
February 17, 2004,
NEW YORK — After the first week of trial testimony against Martha Stewart, the brand's strength has held up to the prosecution's case and intensified press coverage, according to Brand Keys Inc., a brand-loyalty research consultancy.
Brand Keys has been tracking the strength of the Martha Stewart brand since 2002 when it was one of the strongest in America, then indexing at 120 (baseline 100).
"It seems a small move, but it's a significant move for this brand," noted Robert Passikoff, president of Brand Keys Inc. "It's based on the customer values intrinsic to the Martha Stewart brand. Even small moves like these show that consumers are willing to give her the benefit of the doubt. At least based on the testimony so far."