Levi’s Branding Strategy and Image Perception among Different Demographics

1. Do you think that Levi’s was correct to keep the Levi Strauss name on its Signature line? Or would it have been better off creating a completely new brand name? Present both sides of the case. Take and justify a position. I don’t think they were correct to use that brand name because the Levi Straus is bringing down the Levis name. Personally I would not buy Levis jeans anymore if I knew that there were such low price Levis jeans around. It degrades the brand to the eyes of the higher end customers.

2. What do you think Levi’s image is among the following? What are the marketing implications of your response? a. Tween girls (aged 10 to 12) (I don’t think they will necessarily have a strong opinion, at this age jeans are jeans) b. Tween boys (aged 10 to 12) (I don’t think they will necessarily have a strong opinion, at this age jeans are jeans) c. Teenage girls (just jeans, nothing too exciting about them) d. Teenage boys (just jeans, nothing too exciting about them) e. Women aged 21 to 35 (good jeans but only if you buy the right brand) f. Men aged 21 to 35 (good jeans but only if you buy the right brand) g. Women aged 36 to 55 (well designed jeans that will fit any budget) h. Men aged 36 to 55 (well designed jeans that will fit any budget)

3. Do you believe that the Levi’s brand is as “elastic” as Levi’s executives believe it is? Or, have they “overstretched” the name with the Signature line? I believe that the brand has overstretched, because when a customer buys a product, they want it to be unique and easily noticeable. If the consumer knows that they will be walking down the street and see people from every social class wearing Levis, they will not be so interested in buying them.

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4. Develop the “brand schema” that you think existed for the overall Levi’s brand before and after the introduction of the Signature line (i.e., an associative network map of links and nodes). What are the marketing implications of the differences? Levis Jeans cool, hip, not too expensive, for older customers, fitted… Unique, one of a kind and affordable enough.

5. Repeat Question4 before and after the introduction of Levi’s Eco. What are the marketing implications of the differences? Levis Jeans, affordable to very expensive, not so cool because of too much diversity, for all ages. Now saying that Levis Jeans are for everyone and so loosing its value in the eyes of consumers.

6. Which of the six environmental activism segments discussed in Chapter 3 (p. 90) does the Levi’s Eco jean appeal to most? Explain. The Levis Eco will appeal mostly to the True Naturals because they express deeply felt environmental concerns and tailor their actions and purchases to these beliefs. Since the jeans are made out of organic cotton, the True Naturals will be very appealed by it since they are for saving the environment.

7. Given what you know about organic buyers from Chapter 3, do you think Levi’s Eco helps Levi’s with younger consumers? Explain. Given what I know, Levis Eco brand will not interest the younger customers because in the most part, the younger don’t really pay attention to environmental issues and so having organic cotton jeans will not impress them to the point that they will buy it for that matter.

8. Do you think there is a core image of Levi’s that can survive across the wide range of prices and outlets that it operates in? What is it? I don’t believe there can be just one core image about Levis because it has such a wide variety of brands. Levis will be seen as whatever each customer thinks of what brand they consume on.

9. Should Levi’s consider a special brand for the specialty chains that cater to younger, hip consumers? After having so many different branches, I believe they should cater to younger consumers’ needs because by reaching up to the younger crowd, they might make a better name out of themselves since kids are easily pressured. Making cool hip jeans for the youth might be a great way to re boost their image.

10. How can Levi’s use each of the following to enhance its brand image? a. Emotion (they can have adds that appeal to consumers emotions to make them buy more) b. Humor (can take a comedian and make a funny commercial to make it memorable) c. Maslow’s needs (they can appeal to the different needs of the pyramid and make people see that by buying Levis they can strive and go higher in the pyramid) d. McGuire’s needs (they can appeal to the customers buy touching the different motives that they will have when purchasing the Jeans) e. Brand personality (appeal to the five basic dimensions of brand personality) f. Self-concept (make consumers realize how much they need these specific jeans, the benefits coming from it)

11. How should Levi’s market to teen consumers in each of the following ethnic groups? a. African American (have lower wasted jeans with wider legs and more of a curvy structure) b. Arab American (have some different colored jeans) c. Asian American (more of a flat structure and maybe smaller and tighter) d. Asian-Indian American (have some vivid colors) e. Native American (browns and kaki colors) f. White (have structured jeans with bigger sizes)

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