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Brand Salience: Achieving right brand identity involves creating right brand salience. It relates to the aspects of consumer awareness/salience of the brand. It includes the place that is been occupied by brand in the minds of the consumers. It stands for customer’s linkage with the name, logo, and symbol of the brand. It includes the understanding of utility of brand for consumers and the category in which it competes. 1 2 3 4 5 Durable pair of jeans that could withstand rugged lifestyle. “Two Horse Brand “leather patches(America’s first apparel trademark) Once became essential for defense workers(during world war II) First company to bring the Denim in the market. One of the best jeans maker company in the world.
Brand meaning: Brand salience is important phenomena for building the brand, but usually not sufficient in and of itself. Other considerations such brand meaning or image
Self respect. Excitement. Brand judgments involve how customers put together all the different kind of opinions. What feelings are evoked by the marketing program for the brand or by other names? Feelings can be neutral.is another important aspect of brand building i. comfort. Judgments are made on the basis of perceive quality. individuality. It symbolizes freedom. Brand feelings also relate to the social currency evoked by the brand. Security.(History and heritage) Brand response: It refers to how customers respond to the brand. negative in nature. what customers think or feel about the brand. Social approval. credibility. sexy. Warmth. affordability. and other sources of information. authentic youthful. . Brand responses can be distinguished according to the brand judgments and brand feelings.e what the brand is characterize by and should stand in the mind of the customer. which are defined as Original. its marketing activity. that is. consideration and superiority. positive. highly durable and reliable stuff. and rebellious nature. It can be define on the basis of performance and functional considerations or on the basis of imagery which is more abstract in nature. rebellious Personality (Personality) Affordable price. 7 Has honor of first jeans making company and been the first trademark apparel company. Brand judgments: It focuses upon customer personal opinions and evaluations with regard to the brand. Some important brand building feelings are: Fun. Levi’s 501 Levi's personality composes of several characteristics or values with emotional associations. 3 4 5 6 Design and stitch for young people (User profile IMAGERY) Available at good retail stores and specialty stores(Purchase and usage situations) Rugged. Brand feelings: It is the customer’s emotional responses and reactions with the respect to the brand. LEVI’S 501 1 A tough pair of jeans (Performance) 2 Stylish design and rugged style. adventurous streak. high quality.
Active engagement. DOCKER’S STRATEGY Foreseeing that the existing product lines did not sufficiently satisfy the needs of the 25-49 year old male customers. It was created as the sub brand because Levi’s 501 was already been the establish brand in denim jeans and it’s image was rugged. it's Action Slacks line fail to address the customer needs and fail to reflect the core values which the recent 501 jeans campaign had established successfully. However. Levi's Dockers& reg. It can have four categories Behavioral loyalty. and freedom was on hilt so Levi’s provide them a sense of community and attitudinal attachment. Levi’s 501 It has high behavioral loyalty.It is characterize by the depth of psychological bond that the customers have the brand.Brand resonance: It refers to the nature of the relationship that customers have with the brand and the extent to which they feel that they are in “in synch” with the brand. less conservative and more casual than other leading slacks. getting in an casual pants market with the name of Levi’s would have diluted the brand image of Levi’s and Levi’s have already committed that mistake earlier by diversifying in several apparel segments which tarnished the image during 70’s and 80’s and Levi’s has made it’s image again with lot of efforts and hard work so it became essential for Levi’s . Attitudinal attachment. was introduced where it was positioned as the new pants to men as more formal than jeans and less casual than dress slacks. Sense of community. freedom seeking and dynamic in nature. decided to address the opportunities in the casual slacks market by identifying its challenges to increase Levi's slacks brand share. Levi's slacks were considered to be more contemporary. It was also designed to satisfy an unfulfilled need in the men's pants market and to appeal to the baby boomers' fashion demands. To establish a leadership position in casual fashion. As it was the brand that symbolizes the very zest of baby boomers that’s why it became a commodity that necessary for every young American to have in the time from 1900 to 1970 and enjoyed high brand loyalty. LS &Co. As it was the age when the turbulence was all around the globe and feeling of rebel. This give rise to the idea of having a different market segment with a new product that will motivate and retain customers within the Levi's brand franchise which promise to be different from anything it had sold before. individuality.
To enhance the brand. sales kits for retail-based marketing. A critical component of the company's marketing effort was the establishment of Docker's shops within main floor men's area of major department stores. LS & Co.and the driving force in the "new casuals" category. attitudinally. In additionally. Levi's work closely with retailers in order to generate excitement and support for its new pants and had resorted to "woo" retailers nationwide.with aggressive marketing strategy with extensive presentations. LS & Co.to create a brand which can have it’s own image so Docker’s was created as sub brand of Levi’s. With such vigorous marketing promotion techniques. supplemental financial support was also offered for advertising and promotional activities to important high image department stores. the pocket flasher was attached to the back of all pants and the Levi's moniker was incorporated in the Dockers' winged logo to establish an understated association with the Levi's name. Levi's believe that a high impact consumer marketing program would accelerate the growth of the Docker's line and generate consumer support. Following that. shifted its attention to the development of an effective communications program focused on the consumer. Dockers was eventually package with a unique logo & a colourful pocket flasher which consisted of interlocked wings and anchors to integrate the brands' name with its symbols. retailers were getting more confidence in Levi's products and were showing greater interest in innovative merchandise techniques. All the above product positioning and marketing strategy was able to overcome the initial reluctance of retailers and ultimately generated an exceptionally high level of pre promotion excitement in which Levi's Dockers was also seen as the leader in the new casuals category and moved the pants ahead of its competitors. clothing needs and purchasing . identify their key target distribution channel by concentrating distribution in department stores and chains where its majority target consumers of 25 to 49 year-old men did their shopping and where one-third of all slacks were sold. Trade promotions such as sales support. accessible environment. Levi's also adopted point-of purchase advertising through shelf talkers to give consumers an entirely different kind of shopping experience which the concept proved to be very successful. the first in-store concept shop was introduced for the men's main floor area and key trade show was set up introduce Dockers casual pants to retailers. cooperative advertising and sales promotion programs were provided. Point-of sale displays were established in stores where shops were experiencing space or financial constraints. Part of Levi's communication strategy involved marketing Dockers pants to the retail trade as a major fashion statement – an alternative to jeans . prominently displaying the sporty Dockers logo and linking consumer advertising with point-of sale signage and posters. The Dockers in-store shop sought to create a friendly. They recognized that a focused comprehensive consumer marketing effort would be required in order to establish Levi's Dockers as a major brand. including those department and specialty stores that had previously curtailed business with LS & Co . Being sensitive to the market trend. sell-in brochures and swatch books. Part of the advertising strategy was defining target audience accordingly by demographically. Given the market opportunity for casual pants. MARKETING GIMMICKS In order to achieve brand association and to create brand awareness. In an effort to establish Levi's Dockers new casuals line.
To advertise Dockers. . Brand identity prism of DOCKERS Physique: A brand first of all. it gradually builds up character.behaviour and a focus group was selected for determination on the type of ads that appeal to the target group. sales promotion during advertising kick-off party. co-op advertising with retailers.the New York City for their advertising executions in a bid to reach out to more consumers where TV spots were supplemented with subway signs and mobile billboards located primarily around the city's garment district. has it’s physical qualities. commercials were aired during selective prime time slots and spot TV was used in all 11 major regional markets. Personality: A brand has the personality of it’s own. By communicating. consumer advertising was adopted. key product and brand attributes it’s ‘physique’. Also Levi's brilliantly chose the notorious fashion garment district . The way in which it speaks of its products shows what kind of person it would be if it were human. publicity campaign and follow up visits to key retail accounts also contributed to Levi's successful communications strategy. point-of-sale displays. In addition to TV.
Relationship: Dockers brand function with ideal man. self image is the target’s internal mirror. Culture: Dockers represent the culture of young America . Personality: Dockers represent itself as sincere (down to earth. a man who is fashionable but not the slave of it and need comfort and affordability in things. Example: DIOR symbolizes grandiose and ostentatious. freedom loving. If reflection is the target’s outward mirror.The America which is young and dynamic which want to stay stylish and fashionable but at the time want to look sincere towards it’s work and competent to beat any hurdle. cheerful and wholesome) and competent (successful. Pants that can be wore in office. .and the driving force in the "new casuals" category. intelligent. Reflection: A brand is the reflection of the desired image of the brand user. flaunting the desire to shine like gold. honest. gaming etc and yet comfortable and affordable. A man who is fun loving but sensitive. a man who is successful but down to earth. Here culture mans the set of values feeding the brand’s inspiration. Self image: As it the image of oneself so a person purchasing dockers consider himself successful. DOCKER’s Physique: Dockers pants to the retail trade as a major fashion statement – an alternative to jeans . Relationship: A brand is the relationship. a man who is dynamic but responsible.Culture: A brand has its own culture. Self-image: A brand speaks to our self image. from which every product derives. and REEBOK. Through our attitude towards certain brands we can develop a inner relationship with ourselves. NIKE. and reliable). sincere and competent in nature. It is one of the main key in understanding the difference between ADIDAS. caring. parties. indeed brands are often at the crux of transactions and exchanges between people.
which re- . In U. it was called the "khaki revolution". The ads. actors were featured in the ads. classic. and relaxed lifestyle. Dockers in India When it hit the Indian scene in 1995. cargo. It was built around common people. never iron. had ITwallahs ushering in "business casuals" by fitting in mobiles. The brand. In october1984 when Tom Tusher became V. This $36 million campaign set out to create an image for 501 jeans with LS&Co’s corporate philosophies and values.P and C. sincere and reliable in nature. told stories with characters of distinctive features in the plot that often involved action. digital diaries and sunglasses in trousers lined with antiradiation technology. USB ports. In Japan with slogan “HEROES WEAR LEVI’s”. It came in several avatars (wrinkle-free. the US-based denim wear marketer. Owner Levi Strauss. contemporary. And the fact that the coveted Dockers label almost always turned heads was a bonus. freedom loving. palmtops. rugged American brand. stretch. Other than this many rock stars. All these marketing gimmicks and restructuring in the company brought turn around in the image of Levi’s and helped it in rejuvenate it’s original image of honest. a mix of product and image building ads. a drink at the bar or an impromptu cooking session.Reflection: As it denotes the desired image of the user of the brand and for dockers the person perceives it as the brand of authentic. American heritage. individuality.O. in particular. This campaign was designed in hope that it will remind the people the uniqueness of Levi’s and it’s association in their daily life.O of Levi’s he decided to concentrate on product and building of relations with departmental and specialty stores again in order to rebuild the brand and the main objective was to preserve and cater the original values and traditions of Levi’s.K 501 was known as LAUNDERATTE . BACK TO BASICS “Back to Basics” a ad campaign which focused on the individuality of young jeans wearer turned out to be the savior of Levi’s brand image because it was the time when Levi’s was facing the loss in market share and severe competition from other brands and due to intense diversification and diluted brand image Levi’s was unable to overcome these problems. The historic S-fit. fashionable yet friendly. is phasing out the Dockers brand that was instrumental in adding a casual touch to men's office attire. But after more than a decade. classic fit) that allowed the working man to play all his roles in one comfortable pair of trousers: an office meeting. humor. conflict and romance. the label is taking its "casual attitude" too seriously.
the deal didn't materialise as the $800 million price tag was expensive for several buyers.500. it expanded distribution significantly across the top nine cities and became popular in the 25-40 age segment and was among the top two khaki brands in 2001.000-2. including private equity funds. In the span of time market got soften and khaki category got affected the most and actually got sandwiched between jeanswear (totally casual apparel) and formal pants with blended fabrics. including its biggest market. this hasn't boded well for Dockers. when Dockers sales plummeted sharply.. Obviously. Dedicated stores in Colaba. . When Dockers came to India. Levi Strauss noted in its annual report that Dockers sales had been disappointing in many regions. and was in the process of overhauling the brand. The change in strategy is a result of the company putting all its resources behind its denim brands. the US. In 2008. Levi's is the market leader in the premium segment and the company wants to build the Levi Strauss Signature in the standard segment. parent Levi Strauss put the brand on the block.entered the Indian market in 2005 after a year's break. The eureka moment came after research conducted by the company threw up interesting findings: Indians purchase more than 100 million pairs of jeans every year. Khar and Andheri have all quietly shut down. The average selling price of a pair of Dockers is Rs 2. In 2004. However. Leftover inventory is being sold through factory outlets of Levi's.
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