Branding The Brand:

LEVI’s BRAND POSITIONING

“An original company for more than 150 years….”

FOR WHAT? FOR WHOM?

AGAINST WHOM?WHEN?

“ALTER THE GENES”

IMAGE

CONVINIENCE

QUALITY

SERVICE QUALITY

ASSOCIATIONS

VARIETY

INNOVATIONS

AVAILIBILITY

PRICE

BRAND OFFERINGS

IMPO

RTA

NC

E A

S P

ER

CO

NSU

ME

RS

STATED IMPORTANCE MAP

BRAND KERNEL

BRAND STYLE

BRAND THEMES

YOUTHFULREBILLIOUS

AMERICANINDIVIDUALISM

STYLEWAY OF LIFE

ABILITY TO BUY,FRONTIER INDEPENDENCE

BLUE DENIMS AND THE RED

LOGO

APPRECIATING NEEDS,EMPATHY(WALKING IN THE

CONSUMERS SHOES)

YOUTHELITE CLASS

TRENDSETTERS

FOUNDERS VALUE AND

ETHICS

COMPANY FOCUS AND

CULTURE

VALUES

THE BRAND IDENTITY PRISM AND LAYERS OF BRAND LEVIS

EXTENSION AREAS

OUTERCORE

NO-GO AREAS

INNER COREQualityPremium PriceFitting jeans

Low waist

Customized Fit

Pre Washed

Belts

Jackets

TshirtsCaps

Wallets

Low Price

Formal Dressings

Low Quality

Male Positioning

BRAND CIRCLE FOR LEVI’S STRAUSS & CO

Mapping out Extension Areas of Levi’s Using a Brand Circle

NO-GO AREASInvolvement would seriously damage and compromise clarity of brand proposition

EXTENSION AREASAreas to which brand Levi’s can be widened without damage

OUTER COREOptional attributes

INNER CORECritical elements in brand identity

.

BRAND EXTENSION FOR LEVI’S STRAUSS & CO

Reasons for Brand Extension Best source of profitable growth for Levi’s Rejuvenate the brand’s image Prevent Switching to competitor’s brand

>Functional stretch- Levi’s Functional Benefits

>Emotional stretch- Levi’s Emotional Associations

Successful Levi’s Brand Extensions

Levi’s 501 original jeans

Levi’s Dockers

Levi’s Signature

Flop Brand Extensions: Levi’s Classic Suits

Brand Extension in Dilemma : Levi’s Mobile Phone launched in September 2007 and levis watches.

NICHE BRAND LEADERSHIP

NEW EROSION

FAMILIARITY

ESTEEM

RELEVANCE

DIFFERENCE

PATHS OF BRAND GROWTH AND DECLINE OF LEVIS

STATUS

STRATEGIES FOR PRESERVING SUPERIOR IMAGE OF BRAND

• Renew the product regularly, to upgrade it to the current level of expectation

• Create new and emerging needs while holding on to the same positioning

• Constantly confirm one’s superiority on one particular axis

• Constantly strengthening the brand’s reputation

Brand Non-Recognition

Brand Preference

Brand Insistence

Brand Ambassador

Brand familiarity

BRAND REJECTION

BRAND REPULSION

Emotional connection: Youth-GEN Y Brand conscious

Value: Standing out in a crowd,

Levi’s label improves personal image

Accessibility: Can be made accessible to all

Awareness:Who doesn’t know Levi's

CREATING BRAND INSISTENCE-THE 5 DRIVERS

Relevant differentiation: Authentic – original and innovation

THANK YOU