Levis Dockers Marketing :: Business Marketing

Dockers Creating a Sub-brand storey1.How would you characterize Levis branding strategy in general?Levis is a brand recognizable in the whole wide world. at that place is no person who wouldnt be able to associate aright the Name with the product. LS&Co has managed to create something timeless, just like their classical 501 sombre jeans.Although their branding message was changing slightly during the time, they kept karyon value and traditions untouched. Comfort, uniqueness, quality and aroused impact these were always the main associations with the brand. However, other features were creation emphasized as time was going by. First connotations were simple jeans be tough and rugged as men who wear them. This image of a 100% man was even strengthened after western movies appeared. in short jeans, and so Levis brand which in peoples forefront turned to be their synonymous, became a symbol of freedom, adventure and independence. In this moment, managers of LS&Co trenchant to expand the brand. Even though there where various spic-and-span cloths introduced to the market 501 jeans remained their top-selling product. It was their new brand strategy to offer products for every(prenominal) life-time style, which turned to be a fiasco. Not only it didnt bring expected results, what is more, this to big diversification caused drops in sales. It was so decided to come back to the core product and its image. To strengthen the Levis position on a market, their launched a new campaign which emphasizes stirred up connection between jeans and theirs owner. To wear 501 it is to be yourself they said. Company also took the good of changes that started to appear according to the dress code at work place. In that times company accentuated 100% cotton in Levis jeans, as baby boomer who grew up were seeking for natural fibers.Now Levis brand is supposed to be seen as a style for every story again emotional impact emphasized. But as we sewer see, although t hey stressed different features in different periods of time, LS&Co maintained core values which they stuck in peoples mind quality, comfort, uniqueness and emotional impact.2. Analyze the Dockerscommunication strategy at the time of the launch. How did it fit in with Levis advertising efforts? How did it contribute to brand equity?Dokers brand was introduced by Levis to contrast the change that was happening to blue jeans buyers.