Brand depth & brand breadth

Presented By:Bhavna

RajlakshmiMeenakshi

INTRODUCTION

Levis Strauss

Established in 1853 by Levi Strauss

A premium brand in apparel segment operating globally

Headquartered at San Fransisco with total Employee Base of 10,000+ staff

DEPTH AND BREADTH OF BRAND AWARNESS

• Depth : the depth of a brand awareness measures how likely it is for a brand to come into mind . A brand we easily recall has a deeper level of this awareness.

• Breadth : the breadth of brand awareness measures the range of purchase and usage situations in which th brand element comes to mind and dependa to a large extent on the organization of brand and product knowledge in the memory.

Levis Product & Brand Portfolio

DENIM PANTS NON-DENIM PANTS

SHIRTS JACKETS OTHER

LEVI’S DOCKERS DOCKERS LEVI’S SIGNATURE

LEVI’S 501 LEVI’S SIGNATURE

LEVI’S SIGNATURE

LEVI’S ENGINEERED JEANSOTHER

PRODUCT PORTFOLIO

Bran

d P

ortf

olio

Levis Pricing

LEVI'S REDLOOP, ( Trend Initiators) > Rs 8000 onwardsLEVI'S VINTAGE

PREMIUM SPECIAL EDITION (Trend Influencers) 5500 – 8000

LEVI TYPE 1, PURE BLUE, (Early Adopters) 3000 - 5500ENGINEERED JEANS, SILVER TAB

RED TAB (Traditional) 1500 - 3000

LEVI STRAUSS SIGNATURE (Value Driven) < 1200

Study Results

DESCRIBING SURVEY RESPONDENTS

AVERAGE AGE 24.29

OCCUPATION

STUDENT 57

JOB 35

OWNED BUSINESS 08

USER TYPE

CONSERVATIVE 50

OUTGOING 23.52

CUTTING EDGE 38.23

AVERAGE INCOME 21,308.83

BRAND AWARENESS & SALIENCE

20 30 40 50 60 70 800

5

10

15

20

25

30

35

40

45

5046

3834

26

20

12

BRAND AWARENESS Vs. Top of Mind Recall

LEVIS

SPYKAR

WRANGLER

TOMR FOR LEVI’S IS 38

TOMR FOR SPYKAR IS 26

TOMR FOR WRANGLER IS 20

BRAND PREFERENCE

6227

11

BRAND PREFERENCE

SPYKARWRANGLERLEE

Results suggest: perceived alternatives to Levi'sSpyKar, wrangler, lee are the preferred alternatives

Profiling: Brand Usage

8

4639

7

BRAND USAGE

ALWAYSSOMETIMESON SPL. OCCASIONSNEVER

LEVI’S can be considered as a ‘young brand’ as average age of users is 2550% of the users are ‘outgoing’ customersUsers have enough purchasing power as average income is nearly 20,000Levi’s is considered as clothing for special occasions which represents its equity

Brand Image Ownership

32.35

35.295.88

29.41

CUSTOMER ASSOCIATION WITH LEVI'S

TRENDY DENIMWEARGOOD PRODUCT QUALITYECONOMICALHIGH-END DEN-IMWEAR

RESULTS:Customers consider Levi's as a brand with good product quality majorly(35.29)These enables us to paint a good picture of how customers ‘see’ Levi's as a brand.

Brand Attitude

Importance of benefits/benefit claims to customers: (% of respondents)

Benefits essential Desirable Not required

Brand name 52.94 44.11 5.88

Design/style 47.058 44.11 11.76

Price 41.17 47.058 14.70

Product quality 61.76 35.29 5.88

Comparative Analysis : Brand Name

BRANDS DELIVERS BENEFIT

OKAY JOB DOES NOT DELIVER

LEVI’S 50 29.41 20.58

SPYKAR 47.05 41.17 14.70

WRANGLER 26.47 50 26.48

LEE 47.05 29.41 23.52

RESULTS:Levi’s is the leader in delivering the brand name benefit20.58% of respondents feel Levi's does not deliver benefit Only 14.70% of respondents feel that SpyKar does not deliver benefit at all

Comparative Analysis :Design/Style

BRAND DELIVERS BENEFIT OKAY JOB DOES NOT DELIVER

LEVI’S 61.76 14.70 26.47

SPYKAR 23.52 52.94 26.47

WRANGLER 32.35 44.11 20.58

LEE 32.35 32.35 38.23

RESULTS:Levi’s again emerges to be a leader in delivering the design/style benefitOnly 20.58% of respondents say wrangler does not deliver the benefit at all as compared to levi’s 26.47%

Comparative Analysis: Price Benefit

BRAND DELIVERS BENEFIT OKAY JOB DOES NOT DELIVER

LEVI’S 47.05 29.41 23.52

SPYKAR 41.17 38.23 20.58

WRANGLER 26.47 41.17 32.35

LEE 29.41 32.35 41.17

LEVI’S is facing tough competition in this category as only 20.58% of respondents feel SpyKar does not deliver benefit as compared to 23.52% .

Comparative Analysis: Product Quality

BRAND DELIVERS BENEFIT OKAY JOB DOES NOT DELIVER

LEVI’S 52.94 20.58 29.41

SPYKAR 50 32.35 20.58

WRANGLER 29.41 41.17 32.35

LEE 35.29 26.47 41.17

Thank You