Branding Strategy Of Levi’s

Submitted To: Dr.Tejas Shah Submitted By: Deep Anandpara Vivek Tanna

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Background Of Levi’s

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History

• Inventor : Levi Strauss• The first address : Sacramento Street, America in 1950• Idea of Blue Jean : Jacob Davis, A tailor from Nevada• Birth Of Blue Jeans : 20ty May, 1873

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Core BusinessPioneering American apparel marketMainly known for JeansProducts for both Men & Women

OperationsMore than 656 company-operated

stores Located in 31 countries2100 franchised & brand-dedicated

stores

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•Geographic ReachAvailable in more than 110 countriesManufacturing, distribution &

finishing in America, Europe & Asia/Pacific

US, France, Germany, Mexico & UK are top markets

•Product LineT-shirts, shirts, jeans, innerwear,

jackets for men Jeans & Jacket for women

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Marketing Of Levi’s

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Marketing Strategy

• Active advertisement to increase visibility• Cool & Trendy promotional strategy • Marketing in India• Competitive advertising method

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4 p’s of Marketing

ProductAuthentic & original jeansGood quality with more durabilityAvailable in different sizes & stylesCasual “Designer” jeansWide range of merchandises

PlaceA global entity Well-controlled & systematized

distribution channelIncrease in sales channelAvailable at everywhereCaptured online market well

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4 p’s of Marketing

PriceFixed PriceNo price flexibilityNo compromise in price or quality to

maintain Loyal customers

Promotion Cool & trendy promotional strategy New products at regular intervalsCampaigns that target youthFollows the current trends

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Brand Identity

A company's brand identity is how that business wants to be perceived by consumers. The components of the brand (name, logo, tone, tagline, typeface) are created by the business to reflect the value the company is trying to bring to the market and to appeal to its customers.

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Brand Identity Prism

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Aaker’s 4 perspective of Brand Identity

Brand-as-productProduct attributesValues of Levi’sCasual apparel brand for both group

Brand-as-organizationA long brand heritageCulture of AmericaOutlet designs

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Aaker’s 4 perspective of Brand Identity

Brand-as-personRealAdventurousMotivated Confident

Brand-as-symbolThe red iconic symbolPair of blue jeansMaintained positioning among

competitors

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Core & Extended Identity

• Core Identity: From inventing the world’s first pair of blue jeans, to implementing cutting-edge design techniques & developing new ways of working. They are dedicated to the progress.

• Extended Identity: Stylish & durable apparel for people with active lifestyles.

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Brand Image

Brand image is the current view of the customers about a brand. It can be defined as a unique bundle of associations within the minds of target customers.

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Brand Image throughout the years

• Initial Brand Image : Cowboys, Lumberjacks & railroad workers• Change in brand image: 1950s & 1960s• Never compromised on its classic brand personality• Memorable advertising initiatives on television • Lovable brand image helped to achieve strong market share• Products that reflects it’s iconic yet modern brand image• Growing strong with a lovable brand image

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Positioning of Levi’s

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Target Market

• Upper middle class: Some potential customers are belong to this class who tend to buy products from brands like Levi’s.• Upper class: Price factor never affect this people. They pay attention

to prestige of the brand and style of the product. Levi’s is a perfect fit for those. Levi’s focuses on both the genders for them.• Competitors: Lee, Wrangler, Pepe Jeans, G Star, Diesel, Flying

Machine, Spyker, Killer

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Points of Parity

• Accessibility: A global brand and easily available in India.• Convenience: In terms of availability, size, price level and also

patterns• Variety: Slim fit, skinny, straight fit chinos in various colours. Some

other types like washed jeans, tore jeans, etc are available.• Quality: That is what Levi’s is known for.

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Points of Differences

• Authentic: Maintained set of values, qualities and standards. • Original: The red iconic logo and few quality measures that makes it

original & trusted brand• Innovation: Apart from jeans they make Shirts, Jackets, shorts &

many other accessories.• Premium price: That makes it a premium brand.

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Value Proposition of Brand

• “sustainability” remains core to the brand• Concept of eco jeans• Products that are made of progress • Different shades of blue and trendy always• Range of merchandise• Known for best denim material

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Essence of Levi’s

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Brand Pyramid of Levi’s

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Aspects of brand pyramid

• Brand Idea: Youthful optimism & energy are at the core of their DNA • Brand persona: From the youth cultural rebellion of the 50s and 60s,

to the information technology revolution of the new millennium• Emotional benefits: A prestigious brand. The feeling of being strong,

free & rugged.• Functional benefits: comfort & easiness that only Levi’s can give • Features & attributes: consistency in providing good quality jeans,

range of apparels & price

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Brand Personality

Brand personality is a set of human characteristics that are attributed to a brand name. A brand personality is something to which the consumer can relate; an effective brand increases its brand equity by having a consistent set of traits that a specific consumer segment enjoys.

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Brand personality of Levi’s

• Aaker’s Brand Personality framework: Excitement• Excitement: Daring, Spirited, Imaginative & Independent • Shaped its brand personality amidst its target market• A great experience for their target market • Levi’s Dockers – A lovable brand personality• Signature by Levi’s• Denizen – bold & cool jeans brand for youngsters • Ideal approach with strong brand images implemented for each brand

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Brand Equity

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CBBE model for Levi’s

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Salience

• What comes in your mind when someone says Levi’s?• Creator & dominating player in

jeans market• It’s all about coolness and young

apparel brand

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Performance

• One of the successful global brand• Jeans speciality in terms of

fitting and styles• In line with current trends &

fashion• Bright & tidy store layout

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Imagery

• Portrays the US culture• A casual image which appeals to

youth• A long brand heritage

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Judgement

• Best quality of denim material• Still trustable among competitors • A dominating player not only in

denim now• Good amount of credibility

among youngsters

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Feelings

• Feel of being young, free and look cool• Long durability that makes you

more secure about the product• It has all the attributes as an

apparel brand that attracts the exact target audience

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Resonance

• Good number of loyal customers comparing to other brands• Changes their way of production

as per changing times • A huge range in every pattern,

every size and every price• Levi’s target class always waits

for their new collection

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Brand Equity

• Known as “Two Horse Brand” earlier• Emerged as the “First jeans brand”• Advantage of the longest brand heritage• Success in various range of products (Dockers, Denizen, 501, 511, etc)• Different yet same collection for both, Boys & girls• Branding success in terms of launching new products

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Conclusion!Thank you