9. HISTORY In 1873 the dry goods merchant, Levi Strauss, sold the first pair of lot 501 waist high work pants to miners working the California gold rush. The tough, durable, hand made work pants quickly became the standard dress for miners, railroad workers, cowboys & laborers in the western frontier. Levi Strauss replaced canvas with blue denim & reinforced the seams with copper rivets. Focused on making only rugged work pants & built very successful & focused business.
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11. In the early 1970s, the new publicly held Levi Strauss decided to become broad-based appeal company & purchased established brands such as Perry Ellis & Oxford’s men’s fashions & additional women’s brands.
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14. Levi’s : Brand Awareness Your product is the first that comes to mind in a certain product categoryeg. ice tea = Snapple, jeans = Levi’s.
15. Levi’s: Brand Preference/ Loyalty Brand Preference / Loyalty- The degree to which customers are committed to further purchases eg. I will always buy Levi’s
16. Levi’s : Brand Elements Brand elements are also known as brand identities, are Those trademark able devices that serve to identity and Differentiate the BRAND The main one are: Names Logos Symbols Characters Slogons,jingles Package Spokespeople URLs Etc.
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18. Levi’s: Brand Association Brand Association- the link to favorable images, celebrities, geographic regionsie. Red Strip - Jamaica, VW - Germany, Screech - NFLDBailey’s - Eire
19. Levi’s : Brand Equity Brand Recognition / Equity– It occurs when the consumer has a high level of awareness and familiarity loyalty, quality, emotion with the brand & holds some strong fob our able & unique brand association is memory. Levi’s Brand Equity:
24. Upper Middle ClassTarget Market Strategy: Target market strategy adopted by Levis is basically on having long-term relations with their customers and to provide them with better product.