Brands Cannot Be Expected to Term Paper

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She is, like Betty Crocker or Aunt Jemina, more than a woman. According to the company fact sheet released to investors, Martha Stewart, the brand, now has an exclusive deal with Macy's, Inc., the department store behemoth and: "In November 2006, we published Martha Stewart's Homekeeping Handbook: The Essential Guide to Caring for Everything in Your Home. The book, which the Washington Post described as "the ultimate housekeeping resource," enjoyed an enthusiastic reception and climbed high bestseller lists across the country" and Martha's legal difficulties are forgotten ("Company Fact Sheet," 2006, Martha Stewart Omnimedia Website).

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Of course, brands must constantly reinvent themselves -- all of these homemaking icons have changed their image to become more contemporary. Martha Stewart fixes fast and easy recipes, Betty Crocker makes low fat cake mixes, and Aunt Jemina has grown more politically correct in her depiction on the box. But a brand must stay the same, somehow, and change -- can this be explained by positioning alone? This still seems like a debatable question.

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