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