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Levis Brand Equity Presentation

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Levi\'s Brand Audit Part 1 Performed for a Brand Management Class

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Levis Brand Equity Presentation

  1. 1. Eddie Burns, Alex Heide, Prachi Mishra,Stephanie Ryan, Heather Rybak, & Sara Wight
  2. 2. Agenda Consumer- American MajorBackground Research Based Brand Cultural Inconsistent Info Methodology Equity Pyramid Representation Associations
  3. 3. Background Info Founded in 1853 in San Francisco, CA Clothing for the blue-collar working male Target Market: 15-25 year-olds Central Product: 501 jeans Sold in 110 countries worldwide & continues to be a top selling jean brand
  4. 4. Secondary Research Methodology “Case 9 Dockers: Creating a Sub-Brand” from Keller’s Best Practice Cases in Branding : Lessons from the Worlds Strongest Brands Levi’s Company Website Mintel Reports on Denim Industry Business Source Premier Encyclopedia of Major Marketing Campaigns Market Share Reporter 2010 Levi’s Facebook Fan Page
  5. 5. Primary Research Methodology Survey  Distributed via Facebook  7 Questions focused on brand recall, behavioral loyalty, brand imagery in addition to Aaker’s “Big Five” dimensions  Captured demographic information, brand salience, imagery & resonance  315 responses, 27% response rate ZMET Technique  10 participants, age range of 20 to 64 years  Assessed higher-level associations Trip to Levi’s Store
  6. 6. Consumer-Based Brand EquityPyramid
  7. 7. Salience Secondary & Primary Research (Survey) Top of Mind:  40% listed Levi’s first, the next nearest was Seven Jeans, listed by 8%  63% listed Levi’s in the top 3 brands of jeans
  8. 8. Salience
  9. 9. Consumer-Based Brand EquityPyramid
  10. 10. Performance 3 Aspects of Performance  Reliability: Consumer approval has declined  ZMET: Participant praised Levi’s for jeans that fit well & look good  Facebook Fan Page: Disappointed in Levi’s products since outsourced manufacturing  Durability: 7 out of 10 mentioned long product life  Serviceability: Less important relative to durability
  11. 11. Consumer-Based Brand EquityPyramid
  12. 12. Imagery User Profiles:  Masculine  Dual Imagery: Middle-to-Upper Class to Blue Collar Purchase & Usage Situations: Casual & Informal Personality & Values:  Aaker’s “Big Five”: Highest ranking on “ruggedness”  2004 Brand Personality Study: Strong, favorable but not unique
  13. 13. Imagery Brand Personality Facets6 5.41 5.07 5.045 4.89 4.68 4.34 4.1 4.034 3.57 3.54 3.41 3.36 3.29 3.02 2.973210
  14. 14. Consumer-Based Brand EquityPyramid
  15. 15. Judgments Quality:  ZMET: “Affordable, Good Value, Durable & Quality” Credibility:  ZMET: 6 out of 10 included “Classic, Original, Traditional”  ZMET: Expertise as first denim manufacturer Consideration & Superiority: Disparity with older & younger segments
  16. 16. Consumer-Based Brand EquityPyramid
  17. 17. Feelings Warmth, Security, Self- respect: Older Segments Excitement: Younger Segments 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 as comfort food.”
  18. 18. Consumer-Based Brand EquityPyramid
  19. 19. Resonance Behavioral Loyalty:  ZMET: Repeat purchases from older segment Attitudinal Attachment:  ZMET: “Levi’s fit my lifestyle” – mentioned by older segment but not young Sense of Community:  ZMET: Stronger sense of community with older segment Active Engagement:  Facebook Fan Page: Stronger among younger segment
  20. 20. Levi’s Facebook Fan Page1,700,243 FansApproximately 20new posts per day
  21. 21. American Cultural Representation Levi’s is associated with American culture: 5.88 Levi’s is an icon of American culture: 5.55 Levi’s is a symbol of American culture: 4.91
  22. 22. Major Inconsistent Associations Original/Conformity Cheap/Expensive Sexy/Casual High Fashion/Blue Collar

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