SEMESTER FALL 2021

BRAND MANAGEMENT (MKT624)

Assignment No. 2

Due Date: February 21, 2022

Marks: 10
Topic: “Co-Branding”

Learning Objectives:

The core objective of this activity is to broaden students’ view regarding the concept of co-
branding so that students may know about its significance and practically implement it.

Learning Outcomes:

After attempting this activity, students will be capable enough to know the importance and benefits
of co-branding.

Scenario:

In Co-branding the company launches a new product in partnership with another company thus by
sharing expenses with each other. The remarkable outcome of co-branding is that a company could
achieve visibility and reach a new audience.

Founded in 1853, Levi Strauss & Co is an American clothing company known worldwide for its
Levi's brand of denim jeans. Its Strauss Signature jeans are sold in 110 countries. Levi's has been
worn by people of all backgrounds from mineworkers to actors including Nobel Prize receivers.
The Company uses numerous techniques to exclude competitors from its field. Its store presence,
garment labels, sewn patterns & advertising distinguish it from competitor products. Levi’s joined
hands with Pinterest, which is a well-known social network app. Their users pin posts they like to
their user profiles. This feature is Called “Styled by Levi’s”, the users can select the gender they
would like to shop in. This partnership gave access to the users of Pinterest a range of Levi’s
clothing to customize and adjust according to their taste and requirements. This feature works
equally when the user is logged-in to their Pinterest accounts or not. Though, users that are logged-
in will be served a more relevant experience by using data from their past browsing. This co-
branding provides a superior experience of Levi's and also the users of Pinterest.

Requirement:
Keeping in view the above scenario, you are required to discuss the possible benefits that Levi's
would have achieved with this co-branding with Pinterest. Give at least five logical reasons to
support your arguments. (10 marks)

Note:

 Answer should be to the point.

 Copied material will be marked as zero.

IMPORTANT:
24 hours extra / grace period after the due date is usually available to overcome uploading
difficulties. This extra time should only be used to meet the emergencies and above mentioned
due dates should always be treated as final to avoid any inconvenience.

IMPORTANT INSTRUCTIONS
 Students are advised to study the whole text carefully.
 Try not to include any irrelevant material in the solution
 Try to come up with precise and original answers.
 Any act of plagiarism like copy paste from internet will result in ZERO marks.
 Assignments reaching after the due date would not be considered.

OTHER IMPORTANT INSTRUCTIONS:

 To open the assignment file, you must have Adobe Acrobat Reader/ PDF Reader installed on
your computer.
 Submit your solution against “Student Inline Solution” interface.
 For acquiring the relevant knowledge, do not rely only on handouts but watch the course video
lectures and read additional material available online or in any other mode.

Note related to load shedding: Please be proactive

Good Luck