BRAND IDEOLOGY

Levi's

Levi’s is authentic—and fiercely committed to maintaining and reinforcing that authenticity.

The quality and integrity of Levi’s products is unquestionable. The rivets on the jeans have become a
standard around the world, and the signature red-stitched selvage and double-needle stitching are
superior design details. But the company’s brand messages have made a more culturally significant
appeal.

Levi’s advertising has systematically avoided selling its products—aiming instead for an emotional
connection with consumers.

The brand mission was: ‘to be the coolest and most profitable jeans brand’.

Creating a new brand strategy

This brand mission enabled Levi’s to develop a plan which involves successfully bringing together three
key elements i.e. the product, communications with the consumer and the way in which Levi’s products
are presented in retail outlets. The marketing planning process involves gaining a clear understanding of
the consumer architecture (i.e. the structure of the correct product to the correct consumer), enabling
Levi’s to identify the various sectors of the jeans market. With this information carefully mapped out, it
is possible to get the brand architecture right - i.e. to produce the right jeans for each segment of the
market.

Source : www.entrepreneur.com
Source : https://www.behance.net/gallery/40403081/Levis-Brand-Identity

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