Levi's Brand Equity
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Transcript of Levi's Brand Equity
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