Brand Re-Vitalization

Brand Re-Vitalization

Introduction

Levi's has been a major American brand that is well known for their quality of denim and cotton jeans globally. Levi Strauss main competitors in the jeans market have been Wrangler and Lee. In 1988, Levi Strauss's share of the jeans market was 24 percent, as compared to Wrangler's 7 percent and Lee's 12 percent. Since the 1980s, Levi Strauss worked diligently to claim the young urban market with its 501 jeans. However, the things have changed for Levi's and now the brand has lost its powerful place it enjoyed during the 1980s and 1990s (Mackay, 2001).

However, in this context, this paper tends to present some of the tools which necessary needs to inculcate into the fold in order to revive the brand. Before doing so it is important to decipher the true meaning of the brand before crafting a place for the Levi's which cannot be easily taken by any other brand in future. It would be done through different perspectives in order to develop an effective and efficient understanding of the subject.

Discussion

As a Brand

When it comes to brand there is a need to understand what is meant by a brand. A brand is a set of promises. This set of promises is married to consistency, trust and the brand's ability to meet the expectations of the customers. The main difference between a product and a brand is that a brand gives a differentiating factor to the customer. The customers relate to the brand and use it as a means to describe themselves. There are various underlying objectives for which a certain organization may be marketing the brand. One of the most common objectives of brand marketing, which is not an end in itself, is creating brand awareness. Recently the change in image as intended by Levi's has helped its competitors to come to favourable grip with the market. Levi Strauss enjoyed gradually expanding sales of their blue jeans all through the 1950s, 1960s, and 1970s. This long-term trend in rising sales peaked in 1981 when total US jeans sales come to 560 million pairs. The baby boom generation was responsible for this clothing trend, and as this generation aged, its members bought fewer jeans, preferring more comfortable, casual wear instead (Aaker, 1972) .

Furthermore, because the generation that followed was not as large numerically, manufacturers of jeans experienced difficulty in picking up the flagging sales. . A major part of its latest advocating, specifically BBH's Dangerous Liason ad managed by Ringan Ledwidge, has endeavoured to put in the sexiness commonly linked with the emblem by citing its annals, and Go forward, the first crusade from W+K Portland for Levi's, is operating with similar interests (Amaldoss & Jain, 2010) . The ad campaign ran across different mediums that included TV, print, and digital channels, as well as, the launch of the website the following day. The executive creative director Susan Hoffman tells that the campaign focuses on paying homage to Levi's history, "but also to refresh and ...