Eddie Burns, Alex Heide, Prachi Mishra,

Stephanie Ryan, Heather Rybak, & Sara Wight

Agenda

Background Info

Research Methodology

Consumer-Based Brand

Equity Pyramid

American Cultural

Representation

Major Inconsistent Associations

Background Info

Founded in 1853 in San Francisco, CA

Clothing for the blue-collar working male

Target Market: 15-25 year-olds

Central Product: 501 jeans

Sold in 110 countries worldwide & continues to be

a top selling jean brand

Secondary Research

Methodology

“Case 9 Dockers: Creating a Sub-Brand” from

Keller’s Best Practice Cases in Branding : Lessons

from the World's Strongest Brands

Levi’s Company Website

Mintel Reports on Denim Industry

Business Source Premier

Encyclopedia of Major Marketing Campaigns

Market Share Reporter 2010

Levi’s Facebook Fan Page

Primary Research Methodology

Survey Distributed via Facebook

7 Questions focused on brand recall, behavioral loyalty, brand imagery in addition to Aaker’s “Big Five” dimensions

Captured demographic information, brand salience, imagery & resonance

315 responses, 27% response rate

ZMET Technique 10 participants, age range of 20 to 64 years

Assessed higher-level associations

Trip to Levi’s Store

Consumer-Based Brand Equity

Pyramid

Salience

Secondary & Primary Research (Survey)

Top of Mind:

40% listed Levi’s first, the next nearest was Seven Jeans, listed by 8%

63% listed Levi’s in the top 3 brands of jeans

Salience

Consumer-Based Brand Equity

Pyramid

Performance

3 Aspects of Performance

Reliability: Consumer

approval has declined

ZMET: Participant praised Levi’s

for jeans that fit well & look good

Facebook Fan Page:

Disappointed in Levi’s products

since outsourced manufacturing

Durability: 7 out of 10

mentioned long product life

Serviceability: Less important

relative to durability

Consumer-Based Brand Equity

Pyramid

Imagery

User Profiles: Masculine

Dual Imagery: Middle-to-Upper Class to Blue Collar

Purchase & Usage Situations: Casual & Informal

Personality & Values: Aaker’s “Big Five”: Highest

ranking on “ruggedness”

2004 Brand Personality Study: Strong, favorable but not unique

Imagery

5.07

4.34

4.68

3.573.41

4.1

3.02

3.54

5.41

3.36

4.03

2.97

3.29

4.895.04

0

1

2

3

4

5

6

Brand Personality Facets

Consumer-Based Brand Equity

Pyramid

Judgments

Quality:

ZMET: “Affordable, Good

Value, Durable & Quality”

Credibility:

ZMET: 6 out of 10 included

“Classic, Original, Traditional”

ZMET: Expertise as first

denim manufacturer

Consideration &

Superiority: Disparity with

older & younger segments

Consumer-Based Brand Equity

Pyramid

Feelings

Warmth, Security, Self-respect: Older Segments

Excitement: Younger Segments

Social Approval: Both Segments, difference among older & younger

“With Levi’s, you always

know what you are going to

get & it is satisfying in the

same way as comfort food.”

Consumer-Based Brand Equity

Pyramid

Resonance

Behavioral Loyalty: ZMET: Repeat purchases from

older segment

Attitudinal Attachment: ZMET: “Levi’s fit my lifestyle” –

mentioned by older segment but not young

Sense of Community: ZMET: Stronger sense of

community with older segment

Active Engagement: Facebook Fan Page: Stronger

among younger segment

Levi’s Facebook Fan Page

1,700,243 Fans

Approximately 20

new posts per day

American Cultural

Representation

Levi’s is associated with American culture: 5.88

Levi’s is an icon of American culture: 5.55

Levi’s is a symbol of American culture: 4.91

Original/Conformity

Cheap/Expensive

Sexy/Casual

High Fashion/Blue

Collar

Major Inconsistent Associations