Ann Taylor Brand Analysis Term Paper Example | Topics and Well Written Essays - 1250 words

Ann Taylor Brand Analysis - Term Paper ExampleThe Ann Taylor scrape was created in 1954 and immediately it has become a well established fool. According to Keller, Sternthal and Tybout, in case of established cracks, managers must reevaluate their points of parity and points of difference from time to time. When customers think about Ann Taylor, they first consider the long term and the admirable market operations of the brand. In order to analyze the brand image of AT, a survey was conducted among 6 women professional from different age groups (between 30 and 39). From the survey responses, it is obvious that old brand image of Ann Taylor including hapless fit, the traditional style, comes to customers mind when they think of AT in spite of the restructuring efforts of the company. All the five respondents said that they owned an Ann Taylor reaping. In addition, most of the participants said that they gave great emphasis on companys reputation while choosing a clothing brand. The survey also indicated that poor quality and style are the main reasons why customers are reluctant to buy AT products. Misconceptions like AT still follows a conventional business example also have adversely affected the brands reputation and thereby sales volume. Nowadays, AT deploys celebrities and initiates advertisement campaigns to change its brand image and associations so as to make consumers enlightened on circumstance product characteristics and quality. This advantage assists Ann Taylor to raise sales only on the strength of its brand image despite its product features. Although these brand-related or non-product related associations have to be emphasized, the company must make sure that such associations do not reduce the market demand of its products. In short, American women customers tend to choose Ann Taylor brand mainly because of the reputation the brand has in the US clothing market. Brand Elements Brand position, brand promise, brand personality, brand st ory, and brand associations are the important elements associated with a brand. Ann Taylor brand specifically works for addressing the clothing take of middle class professional women. This brand equally serves the interests of every woman whether she is a trainee in a small firm or a top executive at a multinational corporation. elevated quality is the most important feature that the brand offers to its customers. The brand is well known for its repute crossways the New York market for more than a half century. The companys long success annals adds value to its brand credibility which in turn assists the brand to maintain customer loyalty. While analyzing the brand association, it seems that the Ann Taylor makes efficient use of its logos, packaging, and slogans. Ann Taylors Heidi Klum featured Holiday 2010 campaign attained great public circumspection and it assisted the company to change its brand image to some extent. However, Ann Taylors logo is not lots recognized in the market and people do not easily recognize AT products among some other brands despite its long years service history. In short, these brand elements have reinforced the point of difference, which represents the outcomes of product differentiation. While analyzing