When I first started working in retail I was around 14 years old. I did not have any work experience and I had no clue about what it meant to give excellent customer service.  Much like Eliza Lee, I didn’t think that a sales associate could significantly change the store sales let alone the brand image.  After a few weeks working at Banana Republic, I realized I was completely wrong.  I saw that sales people and customers had a mutually beneficial relationship that was built on trust and genuine care.  Numerous members of my team have met their close friends because they were once customers at our store.  Often times some customers will walk in and ask for a certain person by name to help them, and if that person is busy or not scheduled that day the customer will walk out not buying anything.  Some people may see that as a bad thing, but actually that is what a long-term customer who experiences brand love acts like.  That customer will be back again to buy very soon.  Conversely, if the customer who did shop was not satisfied with the service they received they would have a negative image of the store in their mind and they would probably voice their opinion to their social network, which would not be good for the company image.  It isn’t about who can sell the most today anymore; many companies aim to create these bonds because they know that they generate the most amount of revenue in the long term.  

       As we have been going through this course, I understand that the sales person takes a huge role in the positioning of the brand.  The company knows that customers cannot understand what Banana Republic is about through TV advertisements, billboards, and visual displays alone, so they rely on us to show them.  All associates in my store represent the image of the company: assessable luxury that is elegant, versatile, and soulful.  Everything about us from the way we dress to the way we interact with out customers embodies this image.  Positioning happens from the time they see our window displays to the time one of our associates tells them “see you later, and have a great day!” 

       Essentially, it is up to the associates in the store to support the brand image and whether or not they can do a good job of that directly influences store sales and positioning in the minds of customers.