BRANDA U D I T PROJECT DONE BY

A s h l e y H e r b e r t

K e n d a l l P e r r i n

M a r i a n a P a u l a

N a t a l i e G a g h i n j i a n

R o n a S h e e n F A L L 2 0 1 5 ! M K T 4 4 5 ! P r o f . T h e r e s e W i l b u r

LEVI’S STRAUSS & CO.

!!

Corporate H istory Brand’s Pos i t ion ing

Brand Mantra

4 P ’s Brand E lements

Secondary Sources

Brand Resonance Pyramid Model

Equi ty Rat ing

Appendix

1.

2.

3.

4.

5.

6.

7.

8.

9.

TABLE OF CONTENTS

N E W ! P R O D U C T P R O P O S A L

PROJECT DONE BY

A s h l e y H e r b e r t

K e n d a l l P e r r i n

M a r i a n a P a u l a

N a t a l i e G a g h i n j i a n

R o n a S h e e n F A L L 2 0 1 5 ! M K T 4 4 5 ! P r o f . T h e r e s e W i l b u r

S T R A U S S & C O .

!!

Brand’s Posit ioning Brand Mantra

Analysis of Concept #1

Analysis of Concept #2 Analysis of Concept #3

5 P’s for Winning Concept Appendix

1.

2.

3.

4.

5.

6.

7.

TABLE OF CONTENTS