Eddie Burns, Alex Heide, Prachi Mishra, Stephanie Ryan, Heather Rybak, & Sara Wight
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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
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