EBS 5041 Marketing Assignment: Levi Strauss & Co. Branding Analysis

This report analyzes the branding strategies of Levi Strauss & Co., focusing on the leadership of James Curleigh and his approach to transforming the company into a global brand. The analysis examines Curleigh's use of innovation and technological advancements in product development, as well as his emphasis on understanding and adapting to customer preferences. The report discusses Levi Strauss's global branding strategies, including market research, the importance of brand stories, and the evolution from brand logos to comprehensive brand narratives. References include Curleigh's TED Talk on enhancing global brands, Robinson's insights on building global brands, and Waha's discussion on the significance of brand stories. The report highlights the importance of building strong customer relationships and maintaining the integrity and legacy of the product in the competitive market.

Running Head: LEVI STRAUSS & COMPANY BRANDING 1
Mutinta Siamuyoba
Levi Strauss & Co. Branding
EBS 5041/ Marketing for Managers
July 2021
Dr. Ayansola Ayandibu
September 4, 2021

LEVI STRAUSS & COMPANY BRANDING 2
Branding strategies at Levi Strauss & Co.
In the video, Curleigh (2017) describes the elements that work as a catalyst for change
and is a pivotal element in making a product a global brand. His portfolio is that of an inspiring
and enthusiastic product leader who has been successful not only in developing Levi as a
universal promoter but also in putting the product in the minds of the customers.
According to his experience, Curleigh (2017) highlights the things that played a key role
in turning Levi into a well-known brand. I believe his vision and choice to utilize innovation and
technological advancements in the production of the latest high-quality products have worked
and are the reason Levi is a brand today.
Having served as CEO of Levi Strauss & Co., Curleigh's (2017) thinking priorities, and
vision reflect his concern for the dynamic market environment and changes in customer
preferences. Levi Strauss & Co has been able to not only claim market share but also closet
share, thanks to the leadership of its CEO-James Curleigh who has been conducting research,
evaluating customer preferences, and how they change over time to be more consistent and
introduces changes that are frequently built on or customized to satisfy customers.
It is clear that Curleigh (2017) is confident about any decisions he has made for the
product throughout his relationship with Levi products-primarily denim jeans, and why not, his
decisions are working for the company and play a key role in product success.
Levi Strauss ‘s Global Branding Strategies
Taking a brand beyond its first incarnation (idea creation) not only helps sell it but also
helps improve the closet share by raising product awareness among investors. The phrase implies
that the brand name can survive even if the company has ceased operations. This is quite true for
luxury brands such as Hermes, which have strategically positioned themselves from inception as

LEVI STRAUSS & COMPANY BRANDING 3
a timeless brand. Hermes bags are one of the world’s expensive bags and whose market value
keeps appreciating. The brand story has sustained the brand for years.
Robinson (2019) suggests that one can enhance and expand a global brand through
market research and integrating modern technology. Brand development or shepherding is key to
a company’s performance and future success. A brand mane is always much more outstanding
compared to the respective products and services. This implies that a brand can exist in the
minds of the consumers even when the company has ended its production. This would however
depend on the strategies that have been put in place to manage the brand and enhance its
performance.
Building a strong brand and delivering effective results to the market is not very
important to Curleigh (2017) because much of his concentration is constantly thinking outside
the box and work towards achieving his dream of making Levi, a global symbol of influence.
This way of thinking about branding does not lead to the long-term sustainability of a brand and
for it to mature beyond its brand logo. According to Wahan (2017), in today’s world, it is the
brand story rather than the logo that leaves a lasting impression on the consumer’s mind.
This move from brand logo to the brand story appears to have occurred mostly as a result
of the shift from one-way advertising, for instance, mass media to online channels, which
provide customers with an abundance of information. The greater the number of brands, they
view, the more likely they are to go unrecognized. A brand’s story is distinct and helps it stand
out from the competitors, as well as making it more relatable.
Curleigh (2017) is dedicated and active in transforming Levi Strauss into a global brand
by managing the strategic direction and his production of this product. In the TedTalk video,
Curleigh (2017) provided some creative and mind-blowing ideas to develop and improve Levi’s

LEVI STRAUSS & COMPANY BRANDING 4
access and position in the minds of new and old customers, which no other product developer
can think of at the moment. He incorporated the values, norms, and traditions of Levi Strauss
into his idea of strategic management to produce the desired results.
By making the statement “ A product lives beyond the branded brand and its logo”, he is
trying to suggest that when a brand is well-established in the minds of customers with the help of
a logo or brand name, that name stays in the market and creates a lasting influence on customer
popularity.
The product name does not end even if the product occurs. It will not leave its impression
made on its quality, uniqueness, and reliability. Curleigh (2017) has also expressed his quickness
in ensuring the integrity and strong legacy of the product by identifying various ways to connect
and building effective relationships with customers from different nationalities.

LEVI STRAUSS & COMPANY BRANDING 5
References
Curleigh, J. (2017). How to enhance and expand a global brand[Video file]. Retrieved from
https://www.ted.com/talks/james_curleigh_how_to_enhance_and_expand_a_global_brand
Robinson, R. (2019). Five Things To Do Upfront When Building A Global Brand is Your Goal.
Retrieved from https://www.forbes.com/sites/ryanrobinson/2019/01/14/tactics-build-
global-brand/?sh=1ff7e741ef8c
Waha, P. (2017). Beyond the Brand Logo: Brand Stories. Retrieved from
https://www.thebranchmarch.com/single-post/2017/06/09/Beyond-The-Brand-Logo-
Brand-Stories