Brand PositioningHistory of Levi StraussLevi Strauss received a letter from a tailor from Nevada Jacob Davis in 1872. Jacob used to buy rolls of cloth from Straus’s dry good company and Davis told Strauss in the letter that he used metal rivets to strengthen the construction of the overalls (trousers of strong material usually with a piece extending up to cover the chest) he made. Jacob wanted to get his technological invention patented but he could not afford so he requested Strauss to join him as a partner and so he did.
They got their invention patented in 1873 and the famous Levi Strauss & Company was formed. The history is available at (http: //www. levistrauss. com/Company/). Background to the brand Levi’sLevi’s was invented in 1873 in San Francisco. Levi’s is well known for its classic, pure and the most authentic jeans. This brand is the most successful, recognized throughout the world in almost 190 countries and they are often and the most copied brand all over the world since Levi’s is extremely popular. Levi’s produces a classic range in jeans wear with their famous 501 jeans, Levi’s jeans, Red Tab and premium collections.
Levi’s is the oldest and the most recognized brand. Their jeans reflect comfort and elegance. The brand is sold in stores all over the world. They have their own brand stores all over the world where their variety in jeans wear is available. The background is available at (http: //www. levistrauss. com/Brands/Levis. aspx). Brands Perception and ImageBranding involves developing an image that is what the consumer perceives of the product. Levi’s is not only a product it is a personality and an image. Brands have recently been marketed with greater depth and breadth since now they are used to depict a kind of personality as explained in Kevin Lane Keller (2006).
Levi’s has always been targeted to the youth so they have advertised their brand depicting a young and rebellious personality. Although people perceive Levi’s to be the best in the making of the most authentic jeans in the world that is casual, smart and also a style statement. Since Levi’s was the first to produce jeans with metal rivets that made them stronger, unique and much more personalized.
Levis’ image is more of a master in jeans wear that is worn by strong, rebellious, unique, young and successful men and women. Usually the teenagers go for Levi’s because it has depicted an image of a rebellious, unique and young personality. This has made the brand much more personalized. The brand has used certain personality traits to create its current image, perception and position in the market. They have used romance by showing couples in parties, on the beach and also in the kitchen with a fridge that shows live in relationships or married couples.
Levi’s has used sexual attraction a lot through parties, beach and laundry since this is an essential characteristic in young, rebellious people. One of their advertisements have depicted physical prowess using the launderette as the set. This way they have targeted all kinds of personalities in terms of attraction towards the opposite sex. They have also depicted resourcefulness through the launderette, pawn broker, pool hall, a swimmer, a procession and a creek. The most important and visible personality trait in their advertisements is rebellion that they have depicted through a pool hall and also by showing a swimmer.
Independence is another important trait they depict since all young people are highly independent and rebellious. They have depicted independence through a beach and a pawn broker. The most wanted trait that they depicted in their advertisement has really boosted Levis’ image as the most comfortable, casual but a jeans that makes you stand out and look good. They have shown people wearing Levis being admired often through launderette, fridge, parties, pawn broker and pool hall.
They have managed to target all personality types up till now. Levi’s is a brand for romantics, rebellious, independent, adventurous, strong, unique and people who stand out of the crowd.