A presentation on levi's brand equity

1. Branding The Brand:

2. LEVI’s BRAND POSITIONING “ An original company for more than 150 years….” FOR WHAT? FOR WHOM? AGAINST WHOM? WHEN? “ ALTER THE GENES”

3. IMAGE CONVINIENCE QUALITY SERVICE QUALITY ASSOCIATIONS VARIETY INNOVATIONS AVAILIBILITY PRICE BRAND OFFERINGS IMPORTANCE AS PER CONSUMERS STATED IMPORTANCE MAP

4. BRAND KERNEL BRAND STYLE BRAND THEMES YOUTHFUL REBILLIOUS AMERICAN INDIVIDUALISM STYLE WAY OF LIFE ABILITY TO BUY, FRONTIER INDEPENDENCE BLUE DENIMS AND THE RED LOGO APPRECIATING NEEDS,EMPATHY (WALKING IN THE CONSUMERS SHOES) YOUTH ELITE CLASS TRENDSETTERS FOUNDERS VALUE AND ETHICS COMPANY FOCUS AND CULTURE VALUES THE BRAND IDENTITY PRISM AND LAYERS OF BRAND LEVIS

7. NICHE BRAND LEADERSHIP NEW EROSION FAMILIARITY ESTEEM RELEVANCE DIFFERENCE PATHS OF BRAND GROWTH AND DECLINE OF LEVIS STATUS

9. Brand Insistence Brand Ambassador Brand familiarity BRAND REJECTION BRAND REPULSION Brand Non- Recognition Brand Preference

11. THANK YOU