Brand Management Report: Levi's, Unit 41, Icon College, 2021

This report delves into the core principles of brand management, using Levi's as a case study to illustrate key concepts. It begins by explaining the value of branding and its evolution in the business sector, followed by an analysis of successful brand strategies for building and managing brand equity, including the Aaker Model. The report then examines tactics of portfolio management, brand hierarchy, and equity management, exploring strategies like 'House of Brands' and 'Branded House.' Furthermore, it clarifies how brands are managed collaboratively at international and domestic levels. Finally, the report presents techniques for measuring and managing brand value over time, providing a comprehensive overview of brand management practices and strategies relevant to the fashion industry and beyond. The report covers brand purpose, brand vision, target audience, quality perceptions and market analysis.