BRAND MANAGEMENT CONCEPT ON LEVI'S BRAND

1. Brand Management
LEVI’S
Presented By:
• Saurabh Mahadik - 90
• Nikita More - 92
• Nikita Pangare - 95
• Snehali Patil - 96
• Vaibhav Randhai - 97
• Sukhada Sakdeo - 100
• Shivam Salgaonkar - 101

2. Introduction
• 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 : 20th May, 1873
• Pioneering American apparel market

3. 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

4. Brand Strategies
Identity tools- Logo, Tags, Stickers
Image- Being original, Quality driven and Contemporary
Perception- Rugged, Strong, Outdoors
Position- Protection, Reliability

5. • Articulation- Most
recognizable, loyalty
• Execution – Brand Through
4P’s
– Product - Customize, Personalize
– Price – INR. 1000-10,000- Inexpensive
– Place - Showrooms, Outlets
– Promotion - Emotional, Empowering

6. Kapferer’s Brand Identity Prism

7. CBBE model for Levi’s
Blue jeans means Levi’s

8. 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

9. Crafting and Positioning
Crafting Levi’s
Target Segment Adventures Youth
Consumer Behaviour Price Sensitive, Style & comfort seeking
Nature of Competition Intense Competition
Point of Parity (POP) Accessibility, Convenience, Variety, Quality
Point of Difference (POD) Authentic, Original, Innovation, Premium price
Brand Position Original Denim Brand
Validation of the Brand Position
RUB: Relevant Better Comfort, Stylish,
Unique First Jeans Brand
Believable Honest Brand
2D: Desirable Durability of Brand & Product
Deliverable Always Deliver Promises

10. Laddering
Features & attributes
Functional Benefits
Emotional Benefits
Abstract Benefits
Comfort,
Easiness &
Freedom
Prestige,
strong, free &
rugged
Quality
Range
Price
Freedom &
Confidence

11. Example of a Cult Brand - Vans
• Taking risks
• Unintentional product placement and Hollywood
• Customization
• Social media and celebrity collaboration
• No substitute for human contact
Source :https://www.referralcandy.com/blog/vans-marketing-strategy/