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Levi͛s is a brand recognizable in the whole wide world. There is no person who wouldn͛t be able to
associate correctly the Name with the product. LS&Co has managed to create something timeless, just
like their classical 501 blue jeans.

Although their branding message was changing slightly during the time, they kept core values and
traditions untouched. Comfort, uniqueness, quality and emotional impact ʹ these were always the main
associations with the brand. However, other features were being emphasized as time was going by.

First connotations were simple: ͞jeans are tough and rugged as men who wear them͟. This image of a
100% man was even strengthened after western movies appeared. Soon jeans, and so Levi͛s brand
which in people͛s mind turned to be their synonymous, became a symbol of freedom, adventure and
independence. In this moment, managers of LS&Co decided to expand the brand. Even though there
where various new cloths introduced to the market ʹ 501 jeans remained their top-selling product. It
was their new brand strategy to ͞offer products for every life style͟, which turned to be a fiasco. Not
only it didn͛t 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 it͛s image. To strengthen the Levi͛s position on a
market, their launched a new campaign which emphasizes emotional connection between jeans and
theirs owner. To wear 501 it is to be yourself ʹ they said.

Company also took the advantage of changes that started to appear according to the dress code at work
place. In that times company accentuated 100% cotton in Levi͛s jeans, as ͞baby boomer͟ who grew up
were seeking for natural fibers.

Now Levi͛s brand is supposed to be seen as ͞a style for every story͟ ʹ again emotional impact
emphasized. But as we can see, although they stressed.


 !"!
Bear in mind that things change in the industry, time marches on and thereis a variety of differences
that make your position and those associationsless relevant than they were originally. Thus, if there is
cause to changethe identity, it must be done in gradual steps. The temptation is oftenjust to make an
immediate big change, but that rarely works. What doeswork is to take intermediary positions and
move the whole distance overtime. Everyone has heard of Levis. Some time ago they decided to enter
the formal suit market. They came straight out with the Levis formal suits,which were a failure. This
made them realise `we can't go from this equityof a rugged and western casual heritage to something
people are going towear to formal business engagements just like that. What we need to dois take
small steps that will move us there over time.' They then introducedDockers, very successfully. Dockers
moved up from jeans but it was nota huge step. Consumers could understand the relationship between
jeansand casual khakis. Then Levis introduced the Slates line, which is higherthan casual, but it is
certainly not a dress suit.They are now movingpositions with small steps.

What were the key associations for levi͛s circa 1960? What makes up its brand equity?



 


There are four steps of building a strong brand. These are as follows:

1.Ensure identification of the brand with customers and as association of the

brand in customers͛ minds with a specific product class or customer need.

2. Firmly establish the totality of brand meaning in the minds of customers by

strategically linking a host of tangible and intangible brand associations

with certain properties.

3. Elicit the proper customer responses to this brand identification and brand

meaning.

4. Convert brand response to create an intense, active loyalty relationship

between customers and the brand

These steps represent fundamental questions that customers can ask about

brands as follow:

1. Who are you? (Brand identity)

2. What are you? (Brand meaning)

3. What about you? (Brand responses)

4. What about you and me? (Brand relationship)