This document summarizes research on the Levi's jeans brand equity and recent marketing campaigns. It finds that Levi's has strong brand salience and associations with quality and American culture. However, brand imagery and feelings of resonance differ between older versus younger consumer segments. The document also reviews Levi's recent "Buff" campaign and Curve ID launch, finding an opportunity to better emphasize the brand's corporate social responsibility efforts and increase consistency in communications. It concludes by recommending Levi's maintain consistent brand associations across all marketing.

1. Part 1: BrandExploratory Eddie Burns, Alex Heide, Prachi Mishra, Stephanie Ryan, Heather Rybak, & Sara Wight

2. Agenda

4. Clothing for the blue-collar working male

5. Target Market: 15-25 year-olds

6. Central Product: 501 jeans

8. Levi’s Company Website

9. Mintel Reports on Denim Industry

10. Business Source Premier

11. Encyclopedia of Major Marketing Campaigns

12. Market Share Reporter 2010

14. Distributed via Facebook

15. 7 Questions focused on brand recall, behavioral loyalty, brand imagery in addition to Aaker’s “Big Five” dimensions

16. Captured demographic information, brand salience, imagery & resonance

17. 315 responses, 27% response rate

18. ZMET Technique

19. 10 participants, age range of 20 to 64 years

20. Assessed higher-level associations

24. Consumer-Based Brand Equity Pyramid

26. Reliability: Consumer approval has declined

27. ZMET: Participant praised Levi’s for jeans that fit well & look good

28. Facebook Fan Page: Disappointed in Levi’s products since outsourced manufacturing

29. Durability: 7 out of 10 mentioned long product life

32. Masculine

33. Dual Imagery: Middle-to-Upper Class to Blue Collar

34. Purchase & Usage Situations: Casual & Informal

35. Personality & Values:

36. Aaker’s “Big Five”: Highest ranking on “ruggedness”

38. Consumer-Based Brand Equity Pyramid

40. ZMET: “Affordable, Good Value, Durable & Quality”

41. Credibility:

42. ZMET: 6 out of 10 included “Classic, Original, Traditional”

43. ZMET: Expertise as first denim manufacturer

46. Excitement: Younger Segments

47. Social Approval:Both Segments, difference among older & younger“With Levi’s, you always know what you are going to get & it is satisfying in the same way comfort food is.”

48. Consumer-Based Brand Equity Pyramid

50. ZMET: Repeat purchases from older segment

51. Attitudinal Attachment:

52. ZMET: “Levi’s fit my lifestyle” – mentioned by older segment but not young

53. Sense of Community:

54. ZMET: Stronger sense of community with older segment

55. Active Engagement:

58. Levi’s is an icon of American culture: 5.55

60. Cheap/Expensive

61. Sexy/Casual

63. Thank You!

64. Part 2: Brand Inventory Eddie Burns, Alex Heide, Prachi Mishra, Stephanie Ryan, Heather Rybak, & Sara Wight

65. Agenda

66. Part 1 Key Takeaways

67. Brand Positioning

68. 24 Month History

69. Campaign Objectives: “Buff the image of the Levi’s brand” as sensible and genuine Make brand relative to contemporary youth through American association and reflection of current political and economic climate

76. Interview with Braddock Mayor John Fetterman

82. Recommendations Cont’d. Maintain consistent brand associations throughout all marketing communications efforts

83. Questions?

84. Thank You!