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    Levi's Brand Equity

    Uploaded by

    Raghav
    This document discusses branding strategies for Levi's brand. It begins by examining Levi's brand identity using models like the brand prism and brand circle. This helps identify the core elements of the Levi's brand and areas where it could potentially extend. The document then discusses reasons for brand extension, examples of successful and failed Levi's extensions, and strategies to preserve the brand's superior image such as product renewal and strengthening reputation. It concludes by outlining five drivers for creating brand insistence, including emotional connection, value, awareness, and accessibility.

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    Attribution Non-Commercial (BY-NC)
    Download as PPTX or read online from Scribd

    Levi's Brand Equity

    Uploaded by

    Raghav
    8K views11 pages
    This document discusses branding strategies for Levi's brand. It begins by examining Levi's brand identity using models like the brand prism and brand circle. This helps identify the core elements of the Levi's brand and areas where it could potentially extend. The document then discusses reasons for brand extension, examples of successful and failed Levi's extensions, and strategies to preserve the brand's superior image such as product renewal and strengthening reputation. It concludes by outlining five drivers for creating brand insistence, including emotional connection, value, awareness, and accessibility.

    Original Description:

    Levi's Brand positioning, Brand extensions

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    This document discusses branding strategies for Levi's brand. It begins by examining Levi's brand identity using models like the brand prism and brand circle. This helps identify the core elements of the Levi's brand and areas where it could potentially extend. The document then discusses reasons for brand extension, examples of successful and failed Levi's extensions, and strategies to preserve the brand's superior image such as product renewal and strengthening reputation. It concludes by outlining five drivers for creating brand insistence, including emotional connection, value, awareness, and accessibility.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX or read online from Scribd
    Download as pptx
    8K views11 pages

    Levi's Brand Equity

    Uploaded by

    Raghav
    This document discusses branding strategies for Levi's brand. It begins by examining Levi's brand identity using models like the brand prism and brand circle. This helps identify the core elements of the Levi's brand and areas where it could potentially extend. The document then discusses reasons for brand extension, examples of successful and failed Levi's extensions, and strategies to preserve the brand's superior image such as product renewal and strengthening reputation. It concludes by outlining five drivers for creating brand insistence, including emotional connection, value, awareness, and accessibility.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX or read online from Scribd
    Download as pptx
    of 11

    Branding

    The Brand:
    LEVI’s BRAND
    “ALTER THE GENES”
    “An original company for more
    than 150 years….”

    FOR FOR
    WHAT? WHOM?

    WHEN? AGAINST
    WHOM?
    STATED IMPORTANCE MAP

    IMAGE SERVICE
    QUALITY

    IMPORTANCE AS PER CONSUMERS


    CONVINIENCE

    ASSOCIATIONS
    QUALITY
    PRICE

    AVAILIBILITY
    VARIETY

    INNOVATIONS

    BRAND OFFERINGS
    THE BRAND IDENTITY PRISM AND LAYERS
    OF BRAND LEVIS

    BRAND KERNEL ABILITY TO


    YOUTHFUL BUY,
    REBILLIOUS FRONTIER
    INDEPENDE
    NCE
    AMERICAN
    FOUNDERS INDIVIDUALIS
    M BRAND
    VALUE AND STYLE
    ETHICS VALUE STYLE
    S WAY OF LIFE

    APPRECIATING
    COMPANY NEEDS,EMPAT
    FOCUS AND HY YOUTH
    CULTURE BLUE DENIMS (WALKING IN ELITE
    AND THE THE CLASS
    RED LOGO CONSUMERS TRENDSETT
    SHOES) ERS
    BRAND
    THEMES
    BRAND CIRCLE FOR LEVI’S STRAUSS & CO
    EXTENSION NO-GO AREAS
    AREAS Involvement
    Areas to which NO-GO would seriously
    brand Levi’s AREAS damage and
    can be widened compromise
    without damage EXTENSION clarity of brand
    AREAS proposition
    Belts
    OUTERCO
    RE Wallets

    Male Low INNER Pre


    Position waist CORE
    ØQuality Washed Low
    ing ØPremium Price
    Price
    Jackets ØFitting jeans

    Customize
    d Fit
    Caps
    Tshirts Low
    Quality
    INNER CORE
    OUTER CORE
    Formal Critical elements
    Optional
    Dressings in brand identity
    attributes

    Mapping out Extension Areas of Levi’s Using


    BRAND EXTENSION FOR LEVI’S STRAUSS & CO

    Reasons for Brand Extension


    ü Best source of profitable growth for Levi’s
    ü Rejuvenate the brand’s image
    ü 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. .
    STATUS

    FAMILIARIT ESTEEM
    Y
    NICHE BRAND LEADERSHIP
    RELEVANCE

    DIFFERENCE

    NEW EROSION

    PATHS OF BRAND GROWTH AND DECLINE OF LEVIS


    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


    Brand familiarity

    Brand Ambassador Brand


    Insistence

    Brand
    Preference

    BRAND
    REPULSION BRAND
    REJECTIO
    Brand Non- N
    Recognition
    CREATING BRAND INSISTENCE-THE 5
    DRIVERS

    Emotional
    Relevant connection:
    differentiation: Youth-
    Authentic – GEN Y
    original Brand
    conscious
    and innovation
    Value:
    §
    Standing
    out in a
    crowd,

    §Levi’s label
    improves
    personal
    image

    Awareness: Accessibility:
    Who doesn’t know Levi's Can be made
    accessible to all
    THANK YOU

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