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Levi's Brand Exploratory Analysis
- 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
- 9. Mintel Reports on Denim Industry
- 11. Encyclopedia of Major Marketing Campaigns
- 12. Market Share Reporter 2010
- 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
- 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
- 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
- 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
- 52. ZMET: “Levi’s fit my lifestyle” – mentioned by older segment but not young
- 54. ZMET: Stronger sense of community with older segment
- 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
- 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!