This presentation is on all the branding as well as marketing aspects of Global Apparel Brand Levi's. It covers all the theories of branding and can be helpful to understand branding apart from subject. The content inside the presentation was added after a lot of research and handwork.

1. Branding Strategy Of Levi’s
Submitted To: Dr.Tejas Shah Submitted By: Deep Anandpara
Vivek Tanna

2. Background Of Levi’s
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3. 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
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4. 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
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5. • 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
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6. Marketing Of Levi’s
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7. Marketing Strategy
• Active advertisement to increase visibility
• Cool & Trendy promotional strategy
• Marketing in India
• Competitive advertising method
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8. 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
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9. 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
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10. 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.
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11. Brand Identity Prism
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12. 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
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13. 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
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14. 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.
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15. 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.
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16. 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
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17. Positioning of Levi’s
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18. 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
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19. 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.
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20. 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.
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21. 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
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22. Essence of Levi’s
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23. Brand Pyramid of Levi’s
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24. 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
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25. 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.
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26. 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
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27. Brand Equity
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28. CBBE model for Levi’s
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29. 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
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30. 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
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31. Imagery
• Portrays the US culture
• A casual image which appeals to
youth
• A long brand heritage
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32. Judgement
• Best quality of denim material
• Still trustable among competitors
• A dominating player not only in
denim now
• Good amount of credibility
among youngsters
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33. 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
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34. 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
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35. 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
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36. Conclusion!
Thank you 
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