Skip to main content
UploadLanguage (EN)Support
BusinessMobileSocial MediaMarketingTechnologyArt & PhotosCareerDesignEducationPresentations & Public SpeakingGovernment & NonprofitHealthcareInternetLawLeadership & ManagementAutomotiveEngineeringSoftwareRecruiting & HRRetailSalesServicesScienceSmall Business & EntrepreneurshipFoodEnvironmentEconomy & FinanceData & AnalyticsInvestor RelationsSportsSpiritualNews & PoliticsTravelSelf ImprovementReal EstateEntertainment & HumorHealth & MedicineDevices & HardwareLifestyle
VT
Uploaded byVivek Tanna
PPTX, PDF27,520 views

Levi's branding strategy

The document outlines the branding strategy of Levi's, detailing its history, core business, marketing strategies, and brand identity. Levi's has a significant global presence with a focus on quality and innovation in denim products, appealing to a diverse target market. Key aspects include its commitment to sustainability, strong brand equity, and a distinct brand personality that resonates with consumers.

Marketing◦
Downloaded 463 times
Branding Strategy Of Levi’s Submitted To: Dr.Tejas Shah Submitted By: Deep Anandpara Vivek Tanna
Background Of Levi’s 2 2
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 3 3
Core Business Pioneering American apparel market Mainly known for Jeans Products for both Men & Women Operations More than 656 company-operated stores Located in 31 countries 2100 franchised & brand-dedicated stores 4 4
• Geographic Reach Available in more than 110 countries Manufacturing, distribution & finishing in America, Europe & Asia/Pacific US, France, Germany, Mexico & UK are top markets •Product Line T-shirts, shirts, jeans, innerwear, jackets for men Jeans & Jacket for women 5 5
Marketing Of Levi’s 6 6
Marketing Strategy • Active advertisement to increase visibility • Cool & Trendy promotional strategy • Marketing in India • Competitive advertising method 7 7
4 p’s of Marketing Product Authentic & original jeans Good quality with more durability Available in different sizes & styles Casual “Designer” jeans Wide range of merchandises Place A global entity Well-controlled & systematized distribution channel Increase in sales channel Available at everywhere Captured online market well 8 8
4 p’s of Marketing Price Fixed Price No price flexibility No compromise in price or quality to maintain Loyal customers Promotion Cool & trendy promotional strategy New products at regular intervals Campaigns that target youth Follows the current trends 9 9
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. 10 10
Brand Identity Prism 11 11
Aaker’s 4 perspective of Brand Identity Brand-as-product Product attributes Values of Levi’s Casual apparel brand for both group Brand-as-organization A long brand heritage Culture of America Outlet designs 12 12
Aaker’s 4 perspective of Brand Identity Brand-as-person Real Adventurous Motivated Confident Brand-as-symbol The red iconic symbol Pair of blue jeans Maintained positioning among competitors 13 13
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. 14 14
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. 15 15
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 16 16
Positioning of Levi’s 17 17
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 18 18
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. 19 19
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. 20 20
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 21 21
Essence of Levi’s 22 22
Brand Pyramid of Levi’s 23 23
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 24 24
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. 25 25
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 26 26
Brand Equity 27 27
CBBE model for Levi’s 28 28
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 29 29
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 30 30
Imagery • Portrays the US culture • A casual image which appeals to youth • A long brand heritage 31 31
Judgement • Best quality of denim material • Still trustable among competitors • A dominating player not only in denim now • Good amount of credibility among youngsters 32 32
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 33 33
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 34 34
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 35 35
Conclusion! Thank you  36