Branding Strategy

TABLE OF CONTENTS
Levi’s Background 3
Levi’s Global Branding and Marketing Strategy 7
Americas 13
Europe 13
Asia Pacific 14
Levis Innovative Marketing Strategies 14
Levi’s® Builds Brand Online, Reaching Coveted Youth Market 14
Hardware, Ready to Wear 16
Jackets lined with cell phones and MP3 players are just the beginning. 16
Warmth, Music, and Conversation 16
Levi's releases iPod-compatible jeans 17
Levi’s in India 19
Chapter 4: Current Branding and market segmentation 25
.Chapter 5: Litrature Review 31
Chapter 6: Research Methodology and Approach to the Project 32
Rationale of the Questions in Customer Questionnaire 32
Rationale of the Questions in Retailer Questionnaire 45
Chapter 6: Analysis of the Data 54
Analysis of the Customer Questionnaire 54
Chapter 7: Recommending the Strategy 80
Chapter 8: Conclusions 81
Annexure 1: Levis Strauss history 82
History 82
1990s and later 83
Organization 84
Annexure 2: Importance of Branding to the Marketing Strategy 86
What is Branding and How Important is it to Your Marketing Strategy? 86
Branding 86
Annexure 3: Segmentation 88
Segmentation, Targeting, and Positioning 88

Table of Contents
Acknowledgement
Preface
Chapter 1: Levi’s Background
Chapter 2: Levi’s Global Branding and Marketing Strategy
Chapter 3: Levi’s in India
Chapter 4: Current Branding and market segmentation
Chapter 5: Research Methodology and Approach to the Project
Chapter 6: Analysis of the Data
Chapter 7: Recommending the Strategy
Chapter 8: Conclusions

LEVI’S BACKGROUND

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 from Buttenheim, Franconia, (Kingdom of Bavaria) to San Francisco, California to open a west coast branch of his brothers' New York dry goods business. Although the company began producing denim overalls in the 1870s
Later on a tailor named Jacob Davis thought of an