Brand Management
Group Number: 4Isha Varma
“Objects are what matter. Only they carry the evidence that throughout the centuries something really happened among human beings” - Levi Strauss
History
• Levi Strauss (1829-1902), the inventor.• HEADQUARTERS: San Francisco, Brussels, Singapore• FOUNDED: In 1853, Levi Strauss opened a wholesale dry goods
business in San Francisco that became known as “Levi Strauss & Co.” Seeing a need for work pants that could hold up under rough conditions, he and Jacob Davis, a tailor, created the first jean. In 1873, they received a U.S. patent for “waist overalls” with metal rivets at points of strain. The first product line designated by the lot number “501” was created in 1890.
• TODAY One of the world’s largest brand-name apparel companies
and a global leader in jeanswear. They design and market jeans, casual wear and related accessories for men, women and children under the Levi’s®, Dockers®, Signature by Levi Strauss & Co.™ and Denizen™ brands.
• FY 2010 NET REVENUES: $4.4 billion• EMPLOYEES: About 16,200 worldwide
Levis- Customer perception of the Brand
• A tough pair of jeans • Original• Authentic• Youthful & Sexy.• Stylish design • Rugged style.• Affordable price• Highly durable and reliable • High quality• Comfort• adventurous streak
Levis Facebook fan page
Brand Ladder
Funfact: In 2011, eight films showcasing Levi’s® brand product were nominated for Oscars, including “The Fighter” ,“The Town” .
Respondent 1• What makes Levis ’so special for you?• Ans:-That they are a perfect fit and make me feel comfortable• Are you satisfied with the collection of Levi’s? Do you want to make any
recommendations?• Ans:-I am satisfied with collection which is offered.• Will you prefer to try any new brand available in the market? If your
answer is “no” then why not?• Ans:-I would try it out, if it satisfies my requirements, I would switch.• What’s the age of your oldest Levi’s denim?• Ans:-4 years• Has Levi’s ever disappointed you in terms of quality?• Ans:-no• Do you recommend Levi’s to your friends, family or acquaintance?• Ans:-yesFunfact::A men’s pair of Levi’s® 501 jeans are made with about 1.7 pounds of cotton. That amount of cotton, uncompressed, is roughly the size of a basketball.
Position of Respondent 1 in brand ladder
Respondent1
Respondent 2• Will you prefer to try any new brand available in the market? If
your answer is “no” then why not? • Yes• If I offer you another brand with similar more affordable
collection will you try it? • Yes• What’s the age of your oldest Levi’s denim? • 2yrs• Are you satisfied with the collection of Levi’s? Do you want to
make any recommendations?• Yes• Do you recommend Levi’s to your friends, family or acquaintance? • May be
Question: Which of these people have never worn a pair of jeans in his/her life?1) Marilyn Monroe 2) Levi Strauss 3) Walt DisneyAnswer: Levi Strauss
Position of Respondent 2 in brand ladder
Respondent 2
Respondent 3• Are you satisfied with the collection of Levi’s? Do you want to
make any recommendations? • Yes• What makes Levis ’so special for you?• Perfect fitting… pleasing color• What’s the age of your oldest Levi’s denim? • 7yrs• Do you recommend Levi’s to your friends, family or acquaintance? • Yes• Will you prefer to try any new brand available in the market? If
your answer is “no” then ,why not?• No. Levis apparels gives me a ‘feel good factor’ and ‘confidence’.
Funfact::One out of 10 red Tabs on the back pocket of a pair of Levi’s® jeans is a blank red Tab and does not include the name Levi’s®. Check your red Tab and see if your pair is one of them.
Position of Respondent 3 in brand ladder
Respondent 3
Respondent 4• What makes Levis ’so special for you?• Quality, fit• Has Levi’s ever disappointed you in terms of quality? • Not yet• What’s the age of your oldest Levi’s denim? • 3 years• Do you have any favorite Levi’s denim; you never want to part with? • Yes.. skin fit• Do you recommend Levi’s to your friends, family or acquaintance?• Yes• Will you prefer to try any new brand available in the market? If your
answer is “no” then why not?• No..cant trust a new brand
Funfact : In 1958 Company introduced Spikes, a polished cotton trouser for men and boys, in colors of lemon, lime and orange
Position of Respondent 4 in brand ladder
Respondent 4
Thank You