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Ann Taylor Brand Analysis - Term Paper Example
Author : sdickinson
Pages 5 (1255 words)
Ann Taylor Brand Analysis Brand Knowledge Structure The brand chosen for this assignment is Ann Taylor, which is an American group of specialty clothing stores for modern female professionals. Modern marketers today tend to use customer based brand equity model to evaluate their brand performance as customer is the key factor that creates value for a brand…
The Ann Taylor brand was created in 1954 and today it has become a well established brand. According to Keller, Sternthal and Tybout, in case of established brands, managers must reassess 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 poor fit, the traditional style, comes to customers’ mind when they think of AT despite the restructuring efforts of the company. All the five respondents said that they owned an Ann Taylor product. In addition, most of the participants said that they gave great emphasis on company’s 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. ...
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