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Brand Audit Levi's Strauss & Co. Ltd

Brand Audit Levi's Strauss & Co. Ltd

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Published by rahul vatsyayan

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Published by: rahul vatsyayan on Jan 13, 2010
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02/10/2014

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[BRAND AUDIT]
LEVI’S STRAUSS & CO.Ltd.
 
“The mystical value of commodities does not originate intheir values”
-KARL MARX1.
INTRODUCTION: BRAND AUDIT
:
Brand audit is concerned with the‘behavioral & psychological’ nature of brand equity, not the financial dimension,and it will be discussed in terms of the strength of a brand’s equity and itsnature. In the management of a brand, the building, strengthening, andnurturing of its equity will lead to a more positive contribution to market valuefor the company. But from a strategic brand management standpoint, one isconcerned with measures that will help better manage that equity. If successful,the financial value of a brand name will take care of itself. The real benefit of conducting a brand audit is that it helps provide a look at thecurrent state of knowledge about a brand’s equity as well as providing a freshunderstanding of the brand. It will also provide a better understanding of whatrole advertising and other marketing communication has played and can play inmaintaining a brand. But, the most important question which comes to our mindis what should be reviewed? In a word, everything. At least everything that isreasonably available and likely to be relevant to the brand. Obviously, this willinclude any recent research that has been conducted for the brand, but alsostudies of general market trends and other information about the category,distribution channels, competitive activity etc.
2.
BRAND AUDIT: LEVI STRAUSS & CO. LIMITED
:
 The brand which wehave taken for audit is Levi’s Strauss. It is one of the premium players in theapparel segment operating, globally. The point which is intriguing to a researcher
 
[BRAND AUDIT]
LEVI’S STRAUSS & CO.Ltd.
is how Levi’s has maintained its equity worldwide. A mix of standardization &localization in Levi’s products has enabled the company to become a renownedbrand worldwide.
2.1. LEVI STRAUSS & CO.: A BRIEF HISTORY:
 
Levi Strauss & Co.
(
LS&CO
) is a privately held clothing company known worldwide for its
Levi's
brand of denim jeans. It was founded in 1853 when Levi Strauss came fromButtenheim, Franconia, (Kingdom of Bavaria) to San Francisco, California to open awest coast branch of his brothers' New
 
 York dry goods business. Although thecompany began producing denim overalls in the 1870s, modern jeans were notproduced until the 1920s. The company briefly experimented (in the 1970s) withemployee ownership and a public stock listing, but remains owned and controlledby descendants and relatives of Levi Strauss' four nephews.Modern jeans began to appear in the 1920s, but sales were largely confined tothe working people of the western United States, such as cowboys, lumberjacks,and railroad workers. Levi’s jeans apparently were first introduced to the Eastduring the craze of the 1930’s, when vacationing Easterners returned home withtales (and usually examples) of the hard-wearing pants with rivets. Another boostcame in World War II, when blue jeans were declared an essential commodity andwere sold only to people engaged in defense work. From a company with fifteensalespeople, two plants, and almost no business east of the Mississippi in 1946,the organization grew in thirty years to include a sales force of more than 22,000,with 50 plants and offices in 35 countries.In the 1950s and 1960s, Levi's jeans became popular among a wide range of youth subcultures. Levi's popular shrink-to-fit 501s were sold in a unique sizingarrangement; the indicated size was related to the size of the jeans prior toshrinking, and the shrinkage was substantial. The company still produces theseUN shrunk, uniquely sized jeans, and they still sell very well although popularremains the original design.
2.2. THE LEVI’S BRAND: BRAND FACTSHEET:
 
[BRAND AUDIT]
LEVI’S STRAUSS & CO.Ltd.
On
May 20, 1873
the U.S. Patent and Trademark Office grants Levi Strauss & JacobDavis a patent on the process of riveting pants. This heralds the invention of the
blue jean.
Levi Strauss was ahead of his time creating famous branding elements on his jeansthatAre still in use, and often copied, today.• In 1886 the Two Horse ® brand leather patch, a symbol of the pants'Strength is first used on his jeans.• The Levi's® brand eye-catching Red Tab Device was added to the jeans in1936. Placed onto the right back pocket with the word "Levi’s®" stitchedinWhite capital letters, it differentiates Levi's® jeans from competitors
.
• Levi’s® jeans famous arched back pocket stitching is called the “accurate.” This iconic stitching can be seen on back pockets throughout the world. Today, Levi’s® jeans are sold in more than 110 countries worldwide. Levi’s® Jeans are single most-often copied apparel item in the history of apparel. The Levi’s® brand severalcollections around the world to meet the needs,
and wants
, of denim-wearerseverywhere. These include:
Levi’s® Vintage Clothing
Inspired directly from the Levi’s® brand archivesandAvailable worldwide.
Levi’s® Capital E™
 The most premium, finely crafted, luxurious expression of  The Levi’s® brand is sold in select Levi’s® Stores and premium stores in the UnitedStates.
Levi’s® RED
A sexy and modern expression of the Levi’s® brand is sold inChains, department stores and Levi’s® Stores in the United States and Levi’s® Storesand specialty retailers in Europe.

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