Brand Identity visualised for Ann Taylor

brand identity is controlled from within an organisation and should related to how the company wishes consumers to percieve and engage with the brand.

The meanings ans associations consumers have with the brand will be closely connected with how they want to feel, how they want to be seen, and be percieved by others. Consumers more likely to connect if they assosiate closely with its overall identity and ethos.

Sophisicated, working woman, conservative, practical, aspirational, versatile, real, inspiring, confidence, timeless, feminine, classic, responsible.

Brands that have similar idenitities:

 L.K Bennett, Hobbs, Ted Baker, Karen Milen, Reiss, French Connection

Motivations:

proffessional, enpowering, in-control, balance (multi tasking), urban living 'lite', buying into the myth of the 'superwoman' you become.

Store Positioning;

For the everyday woman then it should be approachable and local, in shopping malls for the 'mum on the run'. However thier price point may not fit with the highstreet, so high end mall?

[Hannah.L]