Comprehensive Brand Audit of Levi's: Equity, Status, & Strategies

This report presents a comprehensive brand audit of Levi's, tracing its historical background from its origins in San Francisco to its current global presence. It identifies key branding elements such as the copper rivet, pocket flasher, red tabs, and leather patches, analyzing their contribution to the brand's status. The report includes a competitive analysis, highlighting Levi's global presence, distribution channels, connection with the younger generation, and effective marketing team. Applying brand hierarchy concepts, the audit describes Levi's current status, identifies inherent product attributes, and provides strategic recommendations for future brand management, including building a digital team, introducing promotional activities, diversifying into new businesses, and prioritizing customer satisfaction. The plan emphasizes maintaining quality, conducting market research, optimizing distribution, maintaining affordable pricing, and launching a customer care center and website. The document is available on Desklib, a platform offering a range of study tools for students.

BRAND’S AUDIT ON LEVIS.1
BRAND’S AUDIT ON LEVIS
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Historical background of Levis brand can be dated back to the 90’s in the streets of
Sanfransisco. The company was founded by a tailor who had a great passion for making jeans.
As time went, more and more people went on to purchase and that how it became popular until
today. Its growth and popularity came all through 1990’s when modern jeans appeared for the
first time in the market. The market segment at that time was mainly the working people who
saw it affordable and durable to purchase such a trouser (Alt, J. and Iversen, T., 2017).
From the early 60s, Levis brand experienced drastic growth this was due to the fact that it
was popular amongst all people ranging from the youths all the way to the aged people. This
made the Levis brand to command the market and encountered h sales. It expanded from a blue
jeans clothing line to a modern fashion designer since the dynamic evolution of wants had
changed. The Levis brand acquired another company that made it introduce modern stone
washing that manufactured at a higher capacity to satisfy customers need.
The branding element in the Levis designs had some drastic measures in its growth. They
included the following: -The copper rivet. This was a unique branding element that made the
trouser stand out of the other competitors as it had the company’s initials rounded on it which
made it easy to tell and identify the company it belonged to (Alt, J. and Iversen, T., 2017). The
copper rivet shared the company’s initials and logo. This was to ensure that the Levis brand was
well known.
The pocket flasher was another branding element that was used, this was made after most
people complained of the copper rivet since it was becoming a hectic to many from its
positioning at the back of the pocket as made them uncomfortable especially when sitting on
furniture.

BRAND’S AUDIT ON LEVIS.3
The red robs. This was created by the levis team so as to distinguish it from the other
models that were in the market.it became famous since it held the name of the brand Lewis. This
helped the brand to reduce competition that was already piling up backing those days.
The leather perch was uploaded later on to carry the brands logo. This was added since
the parent company tenure was due to expire and they wanted to remain relevant in the market.
The leather perch made it stand out as unique from others since it created an illustration to the
customer that the jeans were original (Kiel, I.H., 2014).
Printing was the next branding element. By this time, it was still new for the jeans to be
printed and therefore it was a new experience for the customer to see that their jeans were printed
in a particular was using well-structured tailor-made lines.
Scratching was also done on the cloth so as to attract its unique characteristic and help
stand out. All this time the branding strategies were introduced so as to ensure that the jeans
stayed in the market (Kiel, I.H., 2014).
The above-discussed branding elements made the Levis jeans grow highly in the market in such
a way that even today they still enjoy a larger share of the market.it helped to shape the company
in the market.
Levis Strauss and company started operations and is operating in a highly competitive
business market that is fragmented with new industries. Its position is still high in the market due
to the good and well-managed team that has helped the organization to beat the odds and come
out as a top used the brand in the world. Loyalty within the customer has also made it easy for
the brand to maintain the top position in the market (Dolnicar, S., Grün, B., Leisch, F. and
Schmidt, K., 2014).

BRAND’S AUDIT ON LEVIS.4
Competitive analysis
Competitive analysis is a key important tool in any successive brand in the world. This is
because it helps the brand know what the market needs at a particular time and help in improving
and adjusting through the dynamism change in the market. Levis brand has the following unique
status which was well analyzed to make it stay competitive in the market.
Global dynamic presence. This is due to the fact that they are available innermost part of
the world so they enjoy customers all over the world. This ensures that they have a smooth
running of profits tear out. Many and well-organized distribution channels have also been a key
factor, this ensures that there is always enough stock across the world to supplement the
customers need. This has made them very unique in the market.
Good connection with the younger generation. It’s evident that the youths and the
younger generation constitute a major part of the population. by learning that the company
ensured that they made clothes that were well and pleasing to the youths which made the youth
to love the brand and as made them have a good competitive market strategy which has
positioned them at the top of the game where the market is wide (Kiel, I.H., 2014).
Good marketing team. The growth of the company can be attributed to the good
marketing team that ensures it has identified any change that might cause a slight deficit in the
sales. Also coming up with different qualities and well-designed logos have also attributed the
company to enjoy a lion’s share of the market.
The affordable price of their brand is also a made sure that has enabled the brand to enjoy
good sales. The marketing team ensured that the price if the cloth was affordable to everyone so
that even the low-income earner could have their share .by this the brand ensured it captured the

BRAND’S AUDIT ON LEVIS.5
attention of all demography of people which made them one of the biggest brand in world today
(Dolnicar, S., Grün, B., Leisch, F. and Schmidt, K., 2014).
As a modern means of using the brand hierarchy, Levis brand normally collects the best
quality brand of jeans and displays on the internet with a capturing message that draws the
attention of everyone. It normally uses the uniqueness of its name as a punching tool to other
competitors while displaying a message to the customers about the latest models and the discount
available with them. The brand normally uses one of the famous faces in the world. This helps in
building a reputation that convinces customers that it's only their brand that is best for the others.
The attributes of this product can be fingered out to right from the pricing which is
always affordable to all, communication which ensures that the best brands are sold in large
quantity, distribution policies which ensures that the brand is well stocked in over the world and
also the marketing team that ensures that the brand maintains its position in the market segment.
Recommendations
Despite the fact that the brand is selling out well in the market chances are that it might
not take long before other competitor gets into the market. And hence the following
recommendations must be taken into consideration. The company brand should create a well-
structured digital team that will ensure that the social media is not left out when it comes to
advertising the brand. Secondly, they should ensure that they introduce promotional activities
that will help them in promoting the brand. Thirdly they should ensure that they open the market
and diversify on other businesses so as to minimize chances of the company going back to the

BRAND’S AUDIT ON LEVIS.6
ground in case the market is flooded. Brand equity should also be built by ensuring the
customers are given the first priority (Dolnicar, S., Grün, B., Leisch, F. and Schmidt, K., 2014).
The plan
The purpose of the plan is to ensure that the company enjoys a larger market share and
remain competitive in the market the plan will include the following steps.
1. Ensuring that the quality being made is relevant to the market. This is by designing a more
unique product that will catch the attention of all segment.
2. Giving some mandatory requirements to the market team to ensure that they conduct a market
research on the product annually.
3. Ensuring that the distribution team is well conversant to the places where there is an influx
4. Maintain a standard price that will be affordable to all regardless of your income.
5. launching a customer care center and official website where the customer can freely have lain
them complains and be served effectively.
In conclusion, to be able to maintain and run a company in a concentrated market require
skills, knowledge and unique characteristics that will enable you to stand out from your
competitors (Dolnicar, S., Grün, B., Leisch, F. and Schmidt, K., 2014). By following the above-
laid plan is evident that for a company to be the commanding power in the market is not an
instant process but it takes time, hard work and a dedicated team to help achieve the set goals
and strategies.

BRAND’S AUDIT ON LEVIS.7
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