Levi Strauss and Co.: Creating a Sub-Brand

1. How would you characterize Levi’s branding strategy in general? What are the positive aspects? Are there any negative aspects?

Branding strategy according to businessdictionary.com- the long-term marketing support for a brand, based on the definition of the characteristics of the target consumers. It includes understanding of their preferences, and expectations of the brand.

Regarding Levi’s specifically, the case discusses that the branding strategy is identifying the quality of the clothing itself. Key words such as durable, dependable, and quality are often words used throughout the marketing campaigns. Generally speaking, they are simply targeting almost any category: rich, poor, etc. Although no company is perfect, I do believe that there are no significantly negative aspects about Levi’s branding strategy.

2. Analyze the Dockers communication strategy at the time of the launch. How did it fit in with past Levi’s advertisement efforts? How did it contribute to brand equity?

Communication strategy according to epa.gov- Should include: outlining the objective/goals of the communication, identify key stakeholders, define key messages, and specify the mechanisms that will be used to obtain feedback on the strategy.

Brand equity according to investopedia.com- the value premium that a company realizes from a product with a recognizable name as compared to its generic equivalent.

At the time of the launch, the number one goal of the Dockers communication strategy was to simply not let the consumers to forget where the Dockers had come from. Keeping its roots along with the Levi’s brand image was one of the most important deciding factors in the campaign that was launched by Thomas Tusher and his team. The case indicates that it fit into Levi’s advertisement efforts accordingly, yet maybe not as