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