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Lewis Case

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1.How would you characterize Levi’s branding strategy in general? What are the positive aspects? Are there any negative aspects?
Levi’s branding strategy was to create a very loyal base of customers who will buy their products without any hesitation. They advertised their products so that people can associate themselves with the products and brand. They focused exclusively on quality to ensure strong brand loyalty and focused mainly on men.
Positive aspects of their strategy was constant growth due to loyalty and biggest share in the jeans market.
But at the same time there were negative aspects as people associated Levi’s with Jeans and their diversification efforts were not successful. Due to focus on men, when these people moved to age group of 40 plus, Levi’s ran into the danger of loosing these loyal customers as they were looking for alternative pants which Levi’s did not have before Dockers was introduced. Moreover Levi’s insistence to stick to non-washed Jeans instead of introducing rinse and bleached products meant that they could not attract more fashion-conscious consumers

2. Analyze Dockers’ communication strategy at the time of the launch. How did it fit in with past Levi’s advertising efforts? How did it contribute to brand equity?
Dockers’ communication strategy had multiple aspects at the time of launch which included branding, introduction to retailer and advertising strategy
Branding Strategy: Branding strategy was to establish an independent line of casuals which can leverage the Levi‘s brand name. It was an independent to attract new customers aged less than 25 years and was to leverage the Levi’s name to retain the baby boomers who were moving away from Jeans and were looking for an alternative pants for their changed life style. They tried to create a new category by even reaching out to corporate HR department to make a mindset shift

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