advertisement

Levi's Brand equity

44 %
56 %
advertisement
Information about Levi's Brand equity
Business & Mgmt

Published on December 20, 2008

Author: rsraghav

Source: slideshare.net

Description

A presentation on levi's brand equity
advertisement

Branding The Brand:

LEVI’s BRAND POSITIONING “ An original company for more than 150 years….” FOR WHAT? FOR WHOM? AGAINST WHOM? WHEN? “ ALTER THE GENES”

IMAGE CONVINIENCE QUALITY SERVICE QUALITY ASSOCIATIONS VARIETY INNOVATIONS AVAILIBILITY PRICE BRAND OFFERINGS IMPORTANCE AS PER CONSUMERS STATED IMPORTANCE MAP

BRAND KERNEL BRAND STYLE BRAND THEMES YOUTHFUL REBILLIOUS AMERICAN INDIVIDUALISM STYLE WAY OF LIFE ABILITY TO BUY, FRONTIER INDEPENDENCE BLUE DENIMS AND THE RED LOGO APPRECIATING NEEDS,EMPATHY (WALKING IN THE CONSUMERS SHOES) YOUTH ELITE CLASS TRENDSETTERS FOUNDERS VALUE AND ETHICS COMPANY FOCUS AND CULTURE VALUES THE BRAND IDENTITY PRISM AND LAYERS OF BRAND LEVIS

EXTENSION AREAS OUTERCORE NO-GO AREAS INNER CORE Quality Premium Price Fitting jeans Low waist Customized Fit Pre Washed Belts Jackets Tshirts Caps Wallets Low Price Formal Dressings Low Quality Male Positioning BRAND CIRCLE FOR LEVI’S STRAUSS & CO Mapping out Extension Areas of Levi’s Using a Brand Circle NO-GO AREAS Involvement would seriously damage and compromise clarity of brand proposition EXTENSION AREAS Areas to which brand Levi’s can be widened without damage OUTER CORE Optional attributes INNER CORE Critical elements in brand identity

Quality

Premium Price

Fitting jeans

. BRAND EXTENSION FOR LEVI’S STRAUSS & CO Reasons for Brand Extension Best source of profitable growth for Levi’s Rejuvenate the brand’s image Prevent Switching to competitor’s brand >Functional stretch- Levi’s Functional Benefits >Emotional stretch- Levi’s Emotional Associations Successful Levi’s Brand Extensions Levi’s 501 original jeans Levi’s Dockers Levi’s Signature Flop Brand Extensions: Levi’s Classic Suits Brand Extension in Dilemma : Levi’s Mobile Phone launched in September 2007 and levis watches.

Reasons for Brand Extension

Best source of profitable growth for Levi’s

Rejuvenate the brand’s image

Prevent Switching to competitor’s brand

>Functional stretch- Levi’s Functional Benefits

>Emotional stretch- Levi’s Emotional Associations

Successful Levi’s Brand Extensions

Levi’s 501 original jeans

Levi’s Dockers

Levi’s Signature



NICHE BRAND LEADERSHIP NEW EROSION FAMILIARITY ESTEEM RELEVANCE DIFFERENCE PATHS OF BRAND GROWTH AND DECLINE OF LEVIS STATUS

STRATEGIES FOR PRESERVING SUPERIOR IMAGE OF BRAND Renew the product regularly, to upgrade it to the current level of expectation Create new and emerging needs while holding on to the same positioning Constantly confirm one’s superiority on one particular axis Constantly strengthening the brand’s reputation

Renew the product regularly, to upgrade it to the current level of expectation

Create new and emerging needs while holding on to the same positioning

Constantly confirm one’s superiority on one particular axis

Constantly strengthening the brand’s reputation

Brand Insistence Brand Ambassador Brand familiarity BRAND REJECTION BRAND REPULSION Brand Non- Recognition Brand Preference

Emotional connection: Youth-GEN Y Brand conscious Value: Standing out in a crowd, Levi’s label improves personal image Accessibility: Can be made accessible to all Awareness: Who doesn’t know Levi's Relevant differentiation: Authentic – original and innovation

Value:

Standing out in a crowd,

Levi’s label improves personal image

THANK YOU

Add a comment

Related presentations

Canvas Prints at Affordable Prices make you smile.Visit http://www.shopcanvasprint...

30 Días en Bici en Gijón organiza un recorrido por los comercios históricos de la ...

Con el fin de conocer mejor el rol que juega internet en el proceso de compra en E...

With three established projects across the country and seven more in the pipeline,...

Retailing is not a rocket science, neither it's walk-in-the-park. In this presenta...

What is research??

What is research??

April 2, 2014

Explanatory definitions of research in depth...

Related pages

Essay: Levi’s-Brand Equity - Get your Essays Done on Time

Sample Essay. However this did not end here and Levis incorporated amazing creative’s to re-enforce and re-habilitate brand equity. Some of the most ...
Read more

3. Brand Equity | Levi's vs Diesel

Dear readers, This is Evariste speaking. Today, my article will focus on the brand equity of Levi’s and Diesel. Brand Equity is an idea that emerged in ...
Read more

Levi's Dockers Marketing :: Business Marketing

Category: Business Marketing; Title: Levi's Dockers Marketing. ... So they tried to move the brand equity they had with old Levi‘s into this new line.
Read more

Who We Are - Levi Strauss

In 2003, we launched the Signature by Levi Strauss & Co.™ brand, giving the value-conscious consumer access to high-quality, affordable and fashionable ...
Read more

Brands - Levi Strauss

Our brands are among the most celebrated names in the history of apparel. They are recognized for their quality, originality and integrity.The Levi’s ...
Read more

The importance of brand equity and how to maintain it ...

I'm sure we're all familiar with the term 'brand equity'. It reverberates around the walls of multinationals as marketing executives distill the essence of ...
Read more

Brand Equity: Coke vs. Pepsi « Zoom Creates Blogs

Brand Equity: Coke vs. Pepsi. Let’s start with defining what brand equity is: Brand Equity — the value, both tangible and intangible, ...
Read more