J.C. Penney Faces Brand Identity Crisis on Multiple Fronts

Like an awkward Hollywood love triangle, the J.C. Penney, Martha Stewart and Macy’s saga continued last week as the three fought over Justice Jeffrey K. Oing’s April 5^th decision to temporarily allow J.C. Penney to sell Martha Stewart-designed products under the JCP Everyday label.
Macy’s appealed the Justice’s decision, which temporarily blocked J.C. Penney until Thursday afternoon when the New York State Supreme Court Appellate Division ultimately denied the appeal, allowing J.C. Penney to move forward with selling Martha Stewart unbranded goods. (However, Macy’s already filed another appeal, so whether or not this sticks is to be determined.)
 Appeal or not, a favorable ruling isn’t necessarily a victory in the overall scheme of things for J.C. Penney. This battle has cost the company dearly, and I suspect members of executive leadership and shareholders are also realizing that more harm than good has come to the company and its brand.
 What is J.C. Penney Now?