Brand depth & brand breadth

Presented By:
Bhavna
Rajlakshmi
Meenakshi
 INTRODUCTION

Levis Strauss
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§E sta b lish e d in 1 8 5 3 b y Le viS tra u ss
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§A p re m iu m b ra n d in a p p a re lse g m e n t o p e ra tin g
g lo b a lly

§H e a d q u a rte re d a t S a n Fra n sisco w ith to ta lE m p lo ye e

B a se o f 1 0 , 0 0 0 + sta ff
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 DEPTH AND BREADTH OF BRAND AWARNESS

• Depth : the depth of a brand awareness measures how

likely it is for a brand to come into mind . A brand we
easily recall has a deeper level of this awareness.
•
•
• Breadth : the breadth of brand awareness measures the
range of purchase and usage situations in which th brand
element comes to mind and dependa to a large extent
on the organization of brand and product knowledge in
the memory.
 Levis Product & Brand
Portfolio

P R O D U C T P O R T FO LIO
DENIM NON- SHIRTS JACKETS OTHE
PANTS
LEVI’S DENIM
DOCKERS DOCKERS LEVI’S R
Portfolio

LEVI’S 501 PANTS

LEVI’S LEVI’S SIGNATUR
LEVI’S SIGNATU SIGNATU E
ENGINEERED
OTHER RE RE
JEANS
Brand
Levis Pricing
 Study Results

DESCRIBING SURVEY RESPONDENTS

AVERAGE AGE 24.29

OCCUPATION
STUDENT 57
JOB 35
OWNED BUSINESS 08
USER TYPE
CONSERVATIVE 50
OUTGOING 23.52
CUTTING EDGE 38.23
AVERAGE INCOME 21,308.83
 BRAND AWARENESS & SALIENCE

TOMR FOR LEVI’S IS 38

TOMR FOR SPYKAR IS 26

TOMR FOR WRANGLER IS 20

 BRAND PREFERENCE

Results suggest: perceived alternatives to Levi's

SpyKar, wrangler, lee are the preferred alternatives
 Profiling: Brand Usage

qLEVI’S can be considered as a ‘young brand’ as average age of

users is 25
q50% of the users are ‘outgoing’ customers
qUsers have enough purchasing power as average income is nearly
20,000
qLevi’s is considered as clothing for special occasions which
represents its equity
 Brand Image Ownership

RESULTS:
qCustomers consider Levi's as a brand with good product
quality majorly(35.29)
qThese enables us to paint a good picture of how customers
‘see’ Levi's as a brand.
 Brand Attitude

Importance of benefits/benefit claims to customers: (% of

respondents)
Benefits essential Desirable Not required
Brand name 52.94 44.11 5.88
Design/style 47.058 44.11 11.76
Price 41.17 47.058 14.70
Product 61.76 35.29 5.88
quality
 Comparative Analysis : Brand Name

BRANDS DELIVERS OKAY JOB DOES NOT

LEVI’S BENEFIT
50 29.41 DELIVER
20.58
SPYKAR 47.05 41.17 14.70
WRANGLER 26.47 50 26.48
LEE 47.05 29.41 23.52

RESULTS:
Levi’s is the leader in delivering the brand name benefit
20.58% of respondents feel Levi's does not deliver benefit
Only 14.70% of respondents feel that SpyKar does not deliver benefit
at all
 Comparative Analysis :Design/Style

BRAND DELIVERS OKAY JOB DOES NOT

LEVI’S BENEFIT
61.76 14.70 DELIVER
26.47
SPYKAR 23.52 52.94 26.47
WRANGLER 32.35 44.11 20.58
LEE 32.35 32.35 38.23

RESULTS:
Levi’s again emerges to be a leader in delivering the design/style
benefit
Only 20.58% of respondents say wrangler does not deliver the
benefit at all as compared to levi’s 26.47%
 Comparative Analysis: Price Benefit

BRAND DELIVERS OKAY JOB DOES NOT

LEVI’S BENEFIT
47.05 29.41 DELIVER
23.52
SPYKAR 41.17 38.23 20.58
WRANGLER 26.47 41.17 32.35
LEE 29.41 32.35 41.17

LEVI’S is facing tough competition in this category as only

20.58% of respondents feel SpyKar does not deliver benefit as
compared to 23.52% .
 Comparative Analysis: Product
Quality

BRAND DELIVERS OKAY JOB DOES NOT

LEVI’S BENEFIT
52.94 20.58 DELIVER
29.41
SPYKAR 50 32.35 20.58
WRANGLER 29.41 41.17 32.35
LEE 35.29 26.47 41.17
Thank You