Levi Strauss & Co. is a brand management company that was founded in 1853 in San Francisco. Levi Strauss and Jacob Davis created the first pair of jeans after seeing a need for durable work pants. Some key facts about the company include: - Headquarters in San Francisco, Brussels, and Singapore - One of the largest apparel brands worldwide, designing jeans and casual wear under brands like Levi's, Dockers, and Denizen - Had over $4.4 billion in net revenues in 2010 and employs around 16,200 people worldwide - Known for durable, high-quality jeans that are a classic, youthful style and affordable price point

1. Brand Management “Objects are what matter. Only they carry the evidence that throughout the centuries something really happened among human beings” - Levi Strauss Group Number: 4 Isha Varma

2. History Levi Strauss (1829-1902), the inventor. HEADQUARTERS: San Francisco, Brussels, Singapore FOUNDED: In 1853, Levi Strauss opened a wholesale dry goods business in San Francisco that became known as “Levi Strauss & Co.” Seeing a need for work pants that could hold up under rough conditions, he and Jacob Davis, a tailor, created the first jean. In 1873, they received a U.S. patent for “waist overalls” with metal rivets at points of strain. The first product line designated by the lot number “501” was created in 1890. TODAY One of the world’s largest brand-name apparel companies and a global leader in jeanswear. They design and market jeans, casual wear and related accessories for men, women and children under the Levi’s®, Dockers®, Signature by Levi Strauss & Co.™ and Denizen™ brands. FY 2010 NET REVENUES: $4.4 billion EMPLOYEES: About 16,200 worldwide

3. Levis- Customer perception of the Brand A tough pair of jeans Original Authentic Youthful & Sexy. Stylish design Rugged style. Affordable price Highly durable and reliable High quality Comfort adventurous streak

4. Levis Facebook fan page

5. Brand Ladder Funfact: In 2011, eight films showcasing Levi’s® brand product were nominated for Oscars, including “The Fighter” ,“The Town” .

6. Respondent 1 What makes Levis ’so special for you? Ans:-That they are a perfect fit and make me feel comfortable Are you satisfied with the collection of Levi’s? Do you want to make any recommendations? Ans:-I am satisfied with collection which is offered. Will you prefer to try any new brand available in the market? If your answer is “no” then why not? Ans:-I would try it out, if it satisfies my requirements, I would switch. What’s the age of your oldest Levi’s denim? Ans:-4 years Has Levi’s ever disappointed you in terms of quality? Ans:-no Do you recommend Levi’s to your friends, family or acquaintance? Ans:-yes Funfact::A men’s pair of Levi’s® 501 jeans are made with about 1.7 pounds of cotton. That amount of cotton, uncompressed, is roughly the size of a basketball.

7. Position of Respondent 1 in brand ladder Respondent1

8. Respondent 2 Will you prefer to try any new brand available in the market? If your answer is “no” then why not? Yes If I offer you another brand with similar more affordable collection will you try it? Yes What’s the age of your oldest Levi’s denim? 2yrs Are you satisfied with the collection of Levi’s? Do you want to make any recommendations? Yes Do you recommend Levi’s to your friends, family or acquaintance? May be Question: Which of these people have never worn a pair of jeans in his/her life?1) Marilyn Monroe 2) Levi Strauss 3) Walt DisneyAnswer: Levi Strauss

9. Position of Respondent 2 in brand ladder Respondent 2

10. Respondent 3 Are you satisfied with the collection of Levi’s? Do you want to make any recommendations? Yes What makes Levis ’so special for you? Perfect fitting… pleasing color What’s the age of your oldest Levi’s denim? 7yrs Do you recommend Levi’s to your friends, family or acquaintance? Yes Will you prefer to try any new brand available in the market? If your answer is “no” then ,why not? No. Levis apparels gives me a ‘feel good factor’ and ‘confidence’. Funfact::One out of 10 red Tabs on the back pocket of a pair of Levi’s® jeans is a blank red Tab and does not include the name Levi’s®. Check your red Tab and see if your pair is one of them.

11. Position of Respondent 3 in brand ladder Respondent 3

12. Respondent 4 What makes Levis ’so special for you? Quality, fit Has Levi’s ever disappointed you in terms of quality? Not yet What’s the age of your oldest Levi’s denim? 3 years Do you have any favorite Levi’s denim; you never want to part with? Yes.. skin fit Do you recommend Levi’s to your friends, family or acquaintance? Yes Will you prefer to try any new brand available in the market? If your answer is “no” then why not? No..cant trust a new brand Funfact: In 1958 Company introduced Spikes, a polished cotton trouser for men and boys, in colors of lemon, lime and orange

13. Position of Respondent 4 in brand ladder Respondent 4

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