Brand Management - Levis Brand Exploratory and Inventory

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This is a two-part presentation my team created for our Brand Management class to assess Levi’s brand equity and marketing programs.

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Brand Management - Levis Brand Exploratory and Inventory

  1. 1. Part 1: BrandExploratory<br />Eddie Burns, Alex Heide, Prachi Mishra, Stephanie Ryan, <br />Heather Rybak, & Sara Wight<br />
  2. 2. Agenda<br />
  3. 3. Background Info<br /><ul><li>Founded in 1853 in San Francisco, California
  4. 4. Clothing for the blue-collar working male
  5. 5. Target Market: 15-25 year-olds
  6. 6. Central Product: 501 jeans
  7. 7. Sold in 110 countries worldwide & continues to be a top selling jean brand</li></li></ul><li>Secondary Research Methodology<br /><ul><li>“Case 9 Dockers: Creating a Sub-Brand” from Keller’s Best Practice Cases in Branding : Lessons from the World's Strongest Brands
  8. 8. Levi’s Company Website
  9. 9. Mintel Reports on Denim Industry
  10. 10. Business Source Premier
  11. 11. Encyclopedia of Major Marketing Campaigns
  12. 12. Market Share Reporter 2010
  13. 13. Levi’s Facebook Fan Page </li></li></ul><li>Primary Research Methodology<br /><ul><li>Survey
  14. 14. Distributed via Facebook
  15. 15. 7 Questions focused on brand recall, behavioral loyalty, brand imagery in addition to Aaker’s “Big Five” dimensions
  16. 16. Captured demographic information, brand salience, imagery & resonance
  17. 17. 315 responses, 27% response rate
  18. 18. ZMET Technique
  19. 19. 10 participants, age range of 20 to 64 years
  20. 20. Assessed higher-level associations
  21. 21. Trip to Levi’s Store </li></li></ul><li>Consumer-Based Brand Equity Pyramid<br />
  22. 22. Salience<br /><ul><li>Secondary & Primary Research (Survey) </li></ul>Top of Mind:<br /><ul><li>40% listed Levi’s first, the next nearest was Seven Jeans, listed by 8%
  23. 23. 63% listed Levi’s in the top 3 brands of jeans</li></li></ul><li>Salience<br />
  24. 24. Consumer-Based Brand Equity Pyramid<br />
  25. 25. Performance<br /><ul><li>3 Aspects of Performance
  26. 26. Reliability: Consumer approval has declined
  27. 27. ZMET: Participant praised Levi’s for jeans that fit well & look good
  28. 28. Facebook Fan Page: Disappointed in Levi’s products since outsourced manufacturing
  29. 29. Durability: 7 out of 10 mentioned long product life
  30. 30. Serviceability: Less important relative to durability</li></li></ul><li>Consumer-Based Brand Equity Pyramid<br />
  31. 31. Imagery<br /><ul><li>User Profiles:
  32. 32. Masculine
  33. 33. Dual Imagery: Middle-to-Upper Class to Blue Collar
  34. 34. Purchase & Usage Situations: Casual & Informal
  35. 35. Personality & Values:
  36. 36. Aaker’s “Big Five”: Highest ranking on “ruggedness”
  37. 37. 2004 Brand Personality Study: Strong, favorable but not unique</li></li></ul><li>Imagery<br />
  38. 38. Consumer-Based Brand Equity Pyramid<br />
  39. 39. Judgments<br /><ul><li>Quality:
  40. 40. ZMET: “Affordable, Good Value, Durable & Quality”
  41. 41. Credibility:
  42. 42. ZMET: 6 out of 10 included “Classic, Original, Traditional”
  43. 43. ZMET: Expertise as first denim manufacturer
  44. 44. Consideration & Superiority: Disparity with older & younger segments</li></li></ul><li>Consumer-Based Brand Equity Pyramid<br />
  45. 45. Feelings<br /><ul><li>Warmth, Security, Self-respect: Older Segments
  46. 46. Excitement: Younger Segments
  47. 47. Social Approval:Both Segments, difference among older & younger</li></ul>“With Levi’s, you always know what you are going to get & it is satisfying in the same way comfort food is.”<br />
  48. 48. Consumer-Based Brand Equity Pyramid<br />
  49. 49. Resonance<br /><ul><li>Behavioral Loyalty:
  50. 50. ZMET: Repeat purchases from older segment
  51. 51. Attitudinal Attachment:
  52. 52. ZMET: “Levi’s fit my lifestyle” – mentioned by older segment but not young
  53. 53. Sense of Community:
  54. 54. ZMET: Stronger sense of community with older segment
  55. 55. Active Engagement:
  56. 56. Facebook Fan Page: Stronger amongst younger segment</li></li></ul><li>Levi’s Facebook Fan Page<br /><ul><li>1,700,243 Fans
  57. 57. Approximately 20 new posts per day</li></li></ul><li>American Cultural Representation<br /><ul><li>Levi’s is associated with American culture: 5.88
  58. 58. Levi’s is an icon of American culture: 5.55
  59. 59. Levi’s is a symbol of American culture: 4.91</li></li></ul><li>Major Inconsistent Associations<br /><ul><li>Original/Conformity
  60. 60. Cheap/Expensive
  61. 61. Sexy/Casual
  62. 62. High Fashion/Blue Collar</li></li></ul><li>Questions?<br />
  63. 63. Thank You!<br />
  64. 64. Part 2: Brand Inventory<br />Eddie Burns, Alex Heide, Prachi Mishra, Stephanie Ryan, <br />Heather Rybak, & Sara Wight<br />
  65. 65. Agenda<br />
  66. 66. Part 1 Key Takeaways<br />
  67. 67. Brand Positioning<br />
  68. 68. 24 Month History<br />
  69. 69. Campaign Objectives:<br />“Buff the image of the Levi’s brand” as sensible and genuine<br />Make brand relative to contemporary youth through American association and reflection of current political and economic climate<br />
  70. 70.
  71. 71.
  72. 72.
  73. 73.
  74. 74.
  75. 75.
  76. 76. Interview with Braddock Mayor John Fetterman<br />
  77. 77.
  78. 78.
  79. 79.
  80. 80. Recommendations<br />More Heavily Emphasize CSR Element of Braddock<br /><ul><li>Sell “I Braddock” shirts in Levi’s Store
  81. 81. Use Braddock Sundance films material in all communications</li></li></ul><li>Recommendations Cont’d.<br />Make Curve ID imagery more consistent with Levi’s brand<br />Increase clarity and consistency of the Curve ID marketing communications<br />
  82. 82. Recommendations Cont’d.<br />Maintain consistent brand associations throughout all marketing communications efforts<br />
  83. 83. Questions?<br />
  84. 84. Thank You!<br />

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