Levi Strauss & Co. is a brand management company that was founded in 1853 in San Francisco. Levi Strauss and Jacob Davis created the first pair of jeans after seeing a need for durable work pants. Some key facts about the company include: - Headquarters in San Francisco, Brussels, and Singapore - One of the largest apparel brands worldwide, designing jeans and casual wear under brands like Levi's, Dockers, and Denizen - Had over $4.4 billion in net revenues in 2010 and employs around 16,200 people worldwide - Known for durable, high-quality jeans that are a classic, youthful style and affordable price point

1. Brand Management“Objects are what matter. Only they carry the evidence that throughout the centuries something really happened among human beings” - Levi StraussGroup Number: 4Isha Varma

2. HistoryLevi Strauss (1829-1902), the inventor.HEADQUARTERS: San Francisco, Brussels, Singapore FOUNDED: In 1853, Levi Strauss opened a wholesale dry goods business in San Francisco that became known as “Levi Strauss & Co.” Seeing a need for work pants that could hold up under rough conditions, he and Jacob Davis, a tailor, created the first jean. In 1873, they received a U.S. patent for “waist overalls” with metal rivets at points of strain. The first product line designated by the lot number “501” was created in 1890.TODAY One of the world’s largest brand-name apparel companies and a global leader in jeanswear. They design and market jeans, casual wear and related accessories for men, women and children under the Levi’s®, Dockers®, Signature by Levi Strauss & Co.™ and Denizen™ brands. FY 2010 NET REVENUES: $4.4 billionEMPLOYEES: About 16,200 worldwide

3. Levis- Customer perception of the Brand A tough pair of jeans OriginalAuthentic Youthful & Sexy.Stylish design Rugged style.Affordable priceHighly durable and reliable High qualityComfortadventurous streak

4. Levis Facebook fan page

5. Brand LadderFunfact: In 2011, eight films showcasing Levi’s® brand product were nominated for Oscars, including “The Fighter” ,“The Town” .

6. Respondent 1What makes Levis ’so special for you?Ans:-That they are a perfect fit and make me feel comfortableAre you satisfied with the collection of Levi’s? Do you want to make any recommendations?Ans:-I am satisfied with collection which is offered.Will you prefer to try any new brand available in the market? If your answer is “no” then why not?Ans:-I would try it out, if it satisfies my requirements, I would switch.What’s the age of your oldest Levi’s denim?Ans:-4 yearsHas Levi’s ever disappointed you in terms of quality?Ans:-noDo you recommend Levi’s to your friends, family or acquaintance?Ans:-yesFunfact::A men’s pair of Levi’s® 501 jeans are made with about 1.7 pounds of cotton. That amount of cotton, uncompressed, is roughly the size of a basketball.

7. Position of Respondent 1 in brand ladderRespondent1

8. Respondent 2Will you prefer to try any new brand available in the market? If your answer is “no” then why not? YesIf I offer you another brand with similar more affordable collection will you try it? YesWhat’s the age of your oldest Levi’s denim? 2yrsAre you satisfied with the collection of Levi’s? Do you want to make any recommendations?YesDo you recommend Levi’s to your friends, family or acquaintance? May beQuestion: Which of these people have never worn a pair of jeans in his/her life?1) Marilyn Monroe 2) Levi Strauss 3) Walt DisneyAnswer: Levi Strauss

9. Position of Respondent 2 in brand ladderRespondent 2

10. Respondent 3Are you satisfied with the collection of Levi’s? Do you want to make any recommendations? YesWhat makes Levis ’so special for you?Perfect fitting… pleasing colorWhat’s the age of your oldest Levi’s denim? 7yrsDo you recommend Levi’s to your friends, family or acquaintance? YesWill you prefer to try any new brand available in the market? If your answer is “no” then ,why not?No. Levis apparels gives me a ‘feel good factor’ and ‘confidence’.Funfact::One out of 10 red Tabs on the back pocket of a pair of Levi’s® jeans is a blank red Tab and does not include the name Levi’s®. Check your red Tab and see if your pair is one of them.

11. Position of Respondent 3 in brand ladderRespondent 3

12. Respondent 4What makes Levis ’so special for you?Quality, fitHas Levi’s ever disappointed you in terms of quality? Not yetWhat’s the age of your oldest Levi’s denim?3 yearsDo you have any favorite Levi’s denim; you never want to part with? Yes.. skin fitDo you recommend Levi’s to your friends, family or acquaintance?YesWill you prefer to try any new brand available in the market? If your answer is “no” then why not? No..cant trust a new brandFunfact: In 1958 Company introduced Spikes, a polished cotton trouser for men and boys, in colors of lemon, lime and orange

13. Position of Respondent 4 in brand ladderRespondent 4

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