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1. 
Martha Stewart's company produced a very wide range of products.
A.
False
B.
True
2. 
Many experts think that the company should change its name.
A.
True
B.
False
3. 
Most of the company's consumers are in favour of a name change.
A.
False
B.
True
4. 
Advertising has increased in Martha Stewart's magazines.
A.
True
B.
False
5. 
Martha Stewart's name is being removed from some magazines.
A.
False
B.
True
6. 
The Professor thinks Stewart's name will soon disappear completely.
A.
True
B.
False
7. 
The Professor thinks the examples of Altria and Exxon are similar to Martha Stewart's case.
A.
False
B.
True
8. 
The future doesn't look bright for Martha Stewart Omnimedia.
A.
False
B.
True
9. 
How is Martha Stewart different from Gianni Versace and Coco Chanel?
A.
She used beautiful models to sell her products.
B.
She is a household name in America.
C.
She put herself at the centre of her brand’s image.
10. 
What was Martha Stewart’s crime?
A.
She used secret information to make money for herself.
B.
Drug-taking.
C.
She illegally increased her company’s profits.
11. 
How did Living Omnimedia react to Stewart’s conviction?
A.
They made her resign as chief executive.
B.
They removed her name from all products.
C.
They removed her name from some products.
12. 
What does Arthur Kincaid suggest that the Stewart case teaches us?
A.
Brands depend on the honesty of their chief executive.
B.
Don’t associate your brand too closely with one person.
C.
Profitability depends on choosing the right person to promote your brand.
13. 
What point does Arthur Kincaid make about customer loyalty?
A.
When it has gone, it’s difficult to win back.
B.
It depends mainly on the image and lifestyle values of the brand.
C.
Loyalty depends on what type of product you are offering.