2
MARKETING
Brand image and financial performance
According to the arguments of Chip Bergh, risk assessment seemed to be an effective
agent for enhancing the brand image of the company, Levi Jeans. Opportunistic social stance
proved to be beneficial for generating authenticity in the business practices. One of the
turning points in this aspect is that of leaving the partnership with P&G, which aggravated the
complexities in sustaining the brand image. For one year, the financial performance of the
brand was unsatisfactory. It was at this time, there was a need for a strong and flexible hands,
which can formulate strategic planning for effective handling of the situation. Self-
proclamation compelled Bergh to take the risk of separating itself from the partnership with
Proctor and Gamble (Cnbc.com 2020). The basic issue, which Levi encountered was the
disrupted connection with the clients and customers, which aggravated the complexities
towards enhancing the brand image. Symbolic criticisms of the white jeans ignited a spark
among the customers for protests, which degraded the brand image of Levi.
According to the statements of Bergh, he was incapable of handling the comments
and protests, as he was a “non-apparel and non-retail person”. The critics associated him with
the other products of P&G, which raised suspicion over the business practices of Levi.
However, he confessed about the need for change in terms of attaining success and
development. The immediate outcome of this was the shift of focus to the renovation of
women’s clothing. Upon investigation by the credit agencies, it was discovered that the
practices are very much concentrated. Delving deeper into the aspect, the wholesale
operations was challenged. From the perspective of the brand image, ombre shade was added
into the ecommerce management of the store operations. Hiatt and Timothy (2012) highlights
the ineffective marketing strategies for marketing the men’s clothing, which further degraded
the brand image.

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Change management of Levi Strauss Company

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