Levis Dockers Marketing :: Business Marketing

Dockers Creating a Sub-brand Report1.How would you characterize Levis branding strategy in general?Levis is a brand recognizable in the whole wide world. There is no person who wouldnt be able to sort out 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 value and traditions untouched. Comfort, uniqueness, quality and emotional impact 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 lens hood and rugged as men who wear them. This image of a 100% man was even strengthened after western movies appeared. Soon jeans, and so Levis brand which in peoples 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. plane though there where various new cloths introduced to the market 501 jeans remained their top-selling product. It was their new brand strategy to offer products for every life 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 emotional connection between jeans and theirs owner. To wear 501 it is to be yourself they said. Company similarly 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 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 bilgewater again emotional impact emphasized. But as we can see, although they stressed different features in differe nt 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 supply to brand equity?Dokers brand was introduced by Levis to contrast the change that was happening to blue jeans buyers.