Levi's Dockers Creating A Sub Brand

2489 words - 10 pages

Qn 1) Explain what is Levi's brand image and what makes up its brand equity. In this regard, assess the role of its flagship 501 jeans product. (40 marks)Brand image can be defined as perceptions about a brand as reflected by the brand associations held in consumer memory. It is basically what exists in the mind of consumers, total of all the information they have received about the brand from experience, word of mouth, advertising, packaging, services etc. And the information is modified by selective perception, previous beliefs, and social norms.The brand image perceived by consumers of Levi's products includes durable, comfortable, approachable, affordable, contemporary, individuality, independence, casual, fashionable and adventurous, when it became an indispensable part of miner's uniform and gain reputation for being as tough and rugged as the people who wore them. It is also comfortable enough to fit into the workers everyday lives both in physical and social sense. Its affordability was also adored by students and miners. It has also become an essential commodity available to defense worker during WWII.It portrays individuality, fashionable, independence when students and teenage idol wear 501 as a form of self expression and has become the essential fashion for the emerging baby boomers where it has transforms from a pair of tough pants to a symbol of freedom, adventure and independence.Most importantly, Levi's 501 jeans had become an icon and its brand name had become synonymous with jeans where people tend to associate jeans whenever they saw the Levi's logo. It had successfully been made known to millions of Americans and had established its brand image in the hearts of every consumer.Brand equity was defines as "the value of a brand based on the extent to which it has high brand loyalty, name awareness, perceived quality, strong brand associations, and other assets such as patents, trademarks, and channel relationships."THE GALLUP BRAND EQUITY MEASUREMENT MODELBased on Gallup Brand equity measurement model, the components of Brand Equity are the integration of several interrelated key brand characteristics: They are:Brand Presence is the degree to which the brand "stands out" from its competition. Levi's have managed to claim familiarity and hence have become synonymous with jeans. The success of Levi's 501 jeans has become an icon and this mark the market leader position for Levi's.Levi's brand established brand awareness by inventing the first patented double arcuate pattern sewn into the back hip pocket which became American's first apparel trademark and the "Two Horse Brand" leather patch which act as the symbol & logo to enable consumers to recall and recognise & associate jeans with Levi's Brand.Brand Position is the degree to which the brand is uniquely positioned and perceptually differentiated from its competitors and Levi's brand personality is driven largely by the firm's heritage of providing clothes for miners,...

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