Académique Documents
Professionnel Documents
Culture Documents
Contents
Part 1
Page 4
Introduction
Page 4
Page 5
Page 6
Customer Segmentation
Page 7
Brand Analogies
Page 8
Brand Timeline
Page 10
Part 2
Page 13
Brand Inventory
Page 14
Brand Audit
Page 16
Brand Equity
Page 18
Brand Extention
Page 22
Distribution Channels
Page 23
Brand Issues
Page 24
Part 3
Page 27
Glastonbury Recommendation
Page 28
Spotify Recommendation
Page 30
Ray-Ban Recommendation
Page 32
Conclusion
Page 34
References
Page 36
Appendix
Page 38
Part 1
Introduction
and company.
marketplace.
evi Strauss and Co is a global manufacturer of brandname clothing; designing, producing, distributing and
The Levis brand epitomizes classic American style and effortless cool. Since the invention and patent of riveted
clothing by Jacob Davis and company founder Levi Strauss in 1873, Levis jeans have become the most recognizable and imitated clothing in the world capturing the imagination and loyalty of people for generations. And
while the patent has long since expired, the Levis brand portfolio continues to evolve through a relentless pioneer-
Customer Segmentation
A typical Levis consumer may fall into two age categories with distinct characteristics:
speciality stores.
fortless cool.
Pinterest is visual social media site that allows users to pin ideas and create mood boards. The highly influential social media outlet suggests that Levi is associated with the following attributes:
Modern Cummuter: someone that owns a bike or skateboard
Cowboys
Motor Bike Owners
Musicians
Movie Stars: Jonny Depp
Brand Analogies
Converse
Diesel
Ray-Ban
VW Beetle
Budweiser
HMV
Glastonbury Festival
Casio
Fender
Vans
Timeline
Part 2
Brand Audit
The purpose of this section is to establish the current positioning of
the brand. Over recent decades, Levis has allowed their products to essentially sell themselves and be carried through cultures
on the shoulders of trend-setting youths. However every brand
needs to develop in order to stay relevant. Despite Levis strong
brand equity, the company favours maintaining its brand integrity over jumping onto the latest trends (Lee Yohn, 2015). The prevailing assets that provide value to the Levi Strauss brand will now
be explored.
Brand Inventory
Brand Audit
17
Brand Equity
Loyalty
Heritage
vis products.
Original
Cool
Awareness
(Wight, 2011).
Quality
Table x - Shows what jeans brand students would most likely purchase next
ceive value.
19
Behavioural loyalty
Resonance
Recognised
Lifestyle
Trust
Following
Quality
Judgements
Feelings
Community
Excitement
Red tab
Casual
Authentic
Two horses
Effortless
Affordable
American Individualism
Inclusive
Way of life
Empathy
American
Workmen
Sustainable
Fashion
Musician
Rebellious
Standardised
Durable
Biker
Cowboy
Heritage
Reliable
Household name,
Imagery
Trendsetting
Performance
Multi generations
Trendsetter
Rebellious
Independent
Salience
21
Brand Extention
I
No go areas
Extention Areas
Belts
Distribution Channels
Caps
Inner Core
501 Original
511 Slimfit
T-Shirts
Shoes
569 Loose
Online
517 Bootcut
Suits
Wallets
Jackets
Mobile
Phones
Levis stores
but it also allows the brand to be displayed and marketed in the exact way that Levis see fit for their customers. Levis also sell their products via other online
retailers such as asos, this however limits the image
exhibited of the brand but does help maximise brand
do not bring in a substantial amount of revenue compared with the third party retailers, they do allow Levis complete control of their customers experience
with their brand.
23
Brand Issues
Brand extension failures
Athleisure Trend
fast growing movement in the apparel industry is the athleisure trend among the
ly the middle.
Part 3
What is Glastonbury?
Benefits
Sponsorship Strategy
n search for a new, edgy and effortless cool, it is recommended that Levis should be the official sponsor
association.
The Recommendation
29
The Recommendation
The Proposition
he store soundtrack and the marketing campaign soundtracks will be available as a feature
To enhance the Levi Strauss brand image and attract a younger customer base through a partnership with
Spotify.
What is Spotify?
brand equity from their current co-branding partnerships, and having another collaboration will only help
The Benefits
strengthen this.
31
The Recommendation
To rejuvenate the cool image of the Levi Strauss brand,
this report proposes the acquisition of the brand RayBan.
Type of Acquisition
According to Ray (2010) there are three primary motives
for pursuing a brand acquisition.
Growth strategy
Defensive strategy
Financial opportunity
This recommendation will be based on pursuing the
growth strategy theory as Levi Strauss and Co is currently
Why Ray-Ban?
Benefits
similar values.
Acquisition strategy
33
Conclusion
cool and to attract a younger demographic. By becoming affiliated with branches of the music sector
and strategic partnerships with cool brands such
as Glastonbury and Spotify, Levis will become a cool
brand once again. To further establish themselves as
a quintessentially cool brand, this report has recommended to Levis the acquisition of Ray-Ban, whos
brand identity aligns flawlessly with Levis and who
was also voted the 2nd coolest brand in the UK.
35
References
Aaker, J. L. (1997). Dimensions of brand personality. Journal of marketing research, 347-356.
Keller, K. L. (2000). The brand report card. Harvard Business Review, 78(1), 147-158.
Anholt, S., & Hildreth, J. (2004). Brand America: The mother of all brands: Cyan Communications.
Kotler, P., Keller, K. L., Manceau, D., & Hmonnet-Goujot, A. (2016). Marketing management: Pearson.
Bergh, C. (2016). Who We Are. Retrieved 09/03, 2016, from http://www.levistrauss.com/who-we-are/
Kumar, S., & Hansted Blomqvist, K. (2004). Making brand equity a key factor in M&A decision-making. Strategy
Brown, A. (2015). Netflix is cooler than Aston Martin - the 20 COOLEST brands of 2015 REVEALED.
Retrieved
Lee, H.-M., Lee, C.-C., & Wu, C.-C. (2011). Brand image strategy affects brand equity after M&A. European
Journal of Marketing, 45(7/8), 1091-1111.
Busnyuk, A. (2014). Soundtrack of Consumption: An exploratory study of Spotify playlists potential use for
commercial purposes.
Levinson, J. C., Meyerson, M., & Scarborough, M. E. (2008). Guerilla Marketing on the Internet: The Definitive
Guide from the Father of Guerilla Marketing: Entrepreneur Press.
Campbell, M. C. (2002). Building brand equity. Journal of Medical Marketing, 2(3), 208.
Meenaghan, T. (1991). The role of sponsorship in the marketing communications mix. International journal of
CO, L. S. (2014). The musical trio behind the Levis store soundtrack Retrieved 10/03/2016, 2016, from http://
www.levistrauss.com/unzipped-blog/2014/01/musical-trio-behind-levis-store-soundtrack/
News, B. (2001). Q&A: The Tesco-Levi battle. BBC News. from http://news.bbc.co.uk/1/hi/business/1261829.stm
CO, L. S. (2016). Sustainability Retrieved 10/03, 2016, from http://www.levistrauss.com/sustainability/
Pietrobon, A., & Dai, Y. (2012). Branding for Start-ups: A case Study of Spotify.
Co, M.-L. S. (2016). COMPANY PROFILE Levi Strauss & CO. Retrieved 09/03, 2016, from http://store.marketline.
com/Product/levi_strauss_co?productid=BA3D19BC-9CC4-487D-8B88-40809F65CE14
Ray, K. G. (2010). Mergers and acquisitions: Strategy, valuation and integration: PHI Learning Pvt. Ltd.
Cuneo, A. Z. (1998). Dockers aims to equal jeans sales: Levi Struss sets $50 mil campaign seeking younger buy-
Rosenbaum-Elliott, R., Percy, L., & Pervan, S. (2015). Strategic brand management: Oxford University Press, USA.
levi-strauss-sets-50-mil-campaign-seeking-younger-buyers-brand/66607/
Thomas, A. R., & Wilkinson, T. J. (2015). The Customer Trap and Brand Destruction The Customer Trap (pp. 1326): Springer.
levi-strauss-chip-bergh/
Vrontis, D., & Vronti, P. (2004). Levi Strauss: an international marketing investigation. Journal of Fashion MarketGuffey, E. E. (2006). Retro: the culture of revival: Reaktion Books.
Hanlon, P. (2015). Athleisure Trend Signals New Brand Icons, New Work Rituals. 2016, from http://www.forbes.
Wight, S. (2011). Levis brand equity Retrieved 10/03, 2016, from http://www.slideshare.net/wight012/le-
com/sites/patrickhanlon/2015/09/23/athleisure-trend-signals-new-brand-icons-new-work-rituals/#3fd9a4e-
vis-brand-equity-presentation-7105794
ae070
Yohn, D. L. (2015). How Levis Became a Brand With Staying Power. Retrieved 09/03, 2016, from http://www.
Jagre, E., Watson, J. J., & Watson, J. G. (2001). Sponsorship and Congruity Theory: A Theoretical Framework for
entrepreneur.com/article/243412
Explaining Consumer Attitude and Recall or Event Sponsorship. Advances in consumer research, 28(1).
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. the Journal of
Marketing, 1-22.
37
Appendix
Porters 5 Forces Analysis
SWOT Analysis
Low
Low
Supplier Competition
Low
Differentiation of Inputs
Low
Buyer Dependence
Low
High
Access to Technology
High
Economies of Scale
High
Access to Distribution
High
Barriers to Entry
High
Government Policy
High
Industry Profitability
High
Strengths
Weaknesses
Opportunities
Threats
Increasing competition
Laws and regulations
Increasing labour costs
High
Brand Substitution
High
High
High
Low
Product Features
Low
Product Importance
Low
Low
Buying Power
Low
Low
High
Exit Barriers
High
Low
Advertising Expense
High
Product Capacity
High
39