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 ensure consistent messaging across campaigns.

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

2. Agenda

3. Background InfoFounded in 1853 in San Francisco, California

4. Clothing for the blue-collar working male

5. Target Market: 15-25 year-olds

6. Central Product: 501 jeans

7. Sold in 110 countries worldwide & continues to be a top selling jean brandSecondary Research Methodology“Case 9 Dockers: Creating a Sub-Brand” from Keller’s Best Practice Cases in Branding : Lessons from the World's Strongest Brands

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

13. Levi’s Facebook Fan Page Primary Research MethodologySurvey

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

21. Trip to Levi’s Store Consumer-Based Brand Equity Pyramid

22. SalienceSecondary & Primary Research (Survey) Top of Mind:40% listed Levi’s first, the next nearest was Seven Jeans, listed by 8%

23. 63% listed Levi’s in the top 3 brands of jeansSalience

24. Consumer-Based Brand Equity Pyramid

25. Performance3 Aspects of Performance

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

30. Serviceability: Less important relative to durabilityConsumer-Based Brand Equity Pyramid

31. ImageryUser Profiles:

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”

37. 2004 Brand Personality Study: Strong, favorable but not uniqueImagery

38. Consumer-Based Brand Equity Pyramid

39. JudgmentsQuality:

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

44. Consideration & Superiority: Disparity with older & younger segmentsConsumer-Based Brand Equity Pyramid

45. FeelingsWarmth, Security, Self-respect: Older Segments

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

49. ResonanceBehavioral Loyalty:

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:

56. Facebook Fan Page: Stronger amongst younger segmentLevi’s Facebook Fan Page1,700,243 Fans

57. Approximately 20 new posts per dayAmerican Cultural RepresentationLevi’s is associated with American culture: 5.88

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

59. Levi’s is a symbol of American culture: 4.91Major Inconsistent AssociationsOriginal/Conformity

60. Cheap/Expensive

61. Sexy/Casual

62. High Fashion/Blue CollarQuestions?

63. Thank You!

64. Part 2: Brand InventoryEddie 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 genuineMake brand relative to contemporary youth through American association and reflection of current political and economic climate

76. Interview with Braddock Mayor John Fetterman

80. RecommendationsMore Heavily Emphasize CSR Element of BraddockSell “I Braddock” shirts in Levi’s Store

81. Use Braddock Sundance films material in all communicationsRecommendations Cont’d.Make Curve ID imagery more consistent with Levi’s brandIncrease clarity and consistency of the Curve ID marketing communications

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

83. Questions?

84. Thank You!