Mangos brand message is to present an edgy, urban brand that is fast fashion with quality clothing. The key touch points for the brand include the promotion, quality and style, in store experience, sales people and the website. These key points are significant as mango uses promotion to attract more customers as this increases the sales for the brand . The quality and style of the clothing is important as it conveys the brands message of being a edgy, urban, quality brand. The store experience is important as this is what creates loyal customers for Mango. The Sales person has to have clear knowledge of the brand and be able to give the customer excellent customer service as this also creates loyal customers.