The Levi's' brand development strategy

Résumé du document

All over the world, companies create a brand strategy and try to make it evolve to grow up. Thus, Levi Strauss & Co has managed to build its brand image of Levi's. Over a period of time, the company and its brand have developed in the world. They constantly innovate in their production and marketing level, to meet the demand and to face the challenges of the market. That is how the American company has created new brands of jeans and set up new marketing strategies. The case of Levi Strauss & Co clearly illustrates the evolution of branding a company. Today, with globalization, companies generate large-scale by multiplying the number of brands of products or services in the world. A brand is a product, service, or concept that is publicly distinguished from other products, services or concepts so that it can be easily communicated and usually marketed.

Extraits

[...] ) or is it a brand of pants only in fashion? In addition, in 2008, the Levi Strauss & Co sued one of its competitors: Abercrombie copied the design of women's jeans creating confusion for customers about the origin of the product. Finally, the mark was also a victim of its success for many years, counterfeit of Levi's jeans damages its image. The brand confusion Levi's has also been a cause of the drop in sales of brand products. Thus, we can see that developing a brand strategy can also have negative repercussions for the company. [...]

[...] To correct this, Levi's had to innovate. For a long time, in its campaigns, the product passed in the background. The brand was speaking on its values, dreams ( . ) of its target. But today the strategy changed. Indeed, Levi's has been forced to revise its 501, and put more the product on the front of the scene. Historically, Levi's has an original way of communication. And to promote the Dockers brand, the company has installed interactive windows showing its products in situation. [...]

[...] In 1986, the company launched its new brand Dockers. Advantage of the mark: these pants are available in four lengths legs size. The' 90s to today: recession and reactions In 1998, the Levi's brand is doing quite badly. Its sales fell 25% and its image became out-of-date. In 1999, the recession continues and the turnover is the lowest since 1991: 5.14 billion dollars USD. Levi's suffers from the increase of competition, and the rise of distribution in the low and mid-range. [...]

[...] The Levi's' brand development strategy Contents Executive summary Introduction I. Identity and background of Levi Strauss & Co The company The background: 1853 1902: 49 years of research and brand building 1945-1990: Development of international brand The' 90s to today: recession and reactions II. Strategic lines of Levi's The values The strategy The marketing mix: The product The price The place The promotion Conclusion Sources Executive summary All over the world, companies create a brand strategy and try to make it evolve to grow up. [...]

[...] Strategic lines of Levi's The values The Levi's' mission statement is “People love our clothes and trust our company. We will market and distribute the most appealing and widely worn apparel brands. Our products define quality, style and function. We will clothe the world.” Four values constitute de heart of the company: “Empathy, Originality, Integrity and Courage”. (Levi Strauss & Co) Empathy: the company puts in place for consumers to better meet their needs. - Originality: Levi's wants to be "authentic and innovative." Levi's jeans represent freedom and individuality. Strong and adaptable, they were worn by several generations. [...]