Levi's Dockers Marketing

1873 Words Oct 14th, 2008 8 Pages
„Dockers: Creating a Sub-brand“ Report

1. How would you characterize Levi´s branding strategy in general?

Levi’s is a brand recognizable in the whole wide world. There is no person who wouldn’t be able to associate correctly the Name with the product. LS&Co has managed to create something timeless, just like their classical 501 blue jeans.
Although their branding message was changing slightly during the time, they kept core values and traditions untouched. Comfort, uniqueness, quality and emotional impact – these were always the main associations with the brand. However, other features were being emphasized as time was going by.
First connotations were simple: “jeans are tough and rugged as men who wear them”. This image of a 100%
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Those campaigns contributed to the ascent of Dokers calculated by 10 and 15 % respectively in 1995 and in 1996, and by 1997 Dokers represented 80 % of all men’s casual pants sold at the chain.
The big part of Dokers consumers came from metropolitan areas, and LS&Co knew this. It is why they decided to start the “urban networking” program: Dokers sponsored parties, dinners, social and cultural events in urban centers across the country. This was an advantage for the whole company, because Dokers was becoming a desired brand among the urban “critical influencers”, and as a consequence it was increasing the brand equity across a different segment of consumers.

3. How would you characterize the Dockers brand image? What makes up its brand equity?

When LS&Co had to choose brand elements for the new line to get strongly back in the market, it paid a lot of attention to the logo and the name because the aim to gain again the „baby boomers“ interess was not so easy.
They finally decided for Dockers, the name of a particoular type of Levi‘s pants sold in Japan and Argentina. There this name hadn‘t much success between the young public. The full name was Levi‘s Docker Pants, too long for American costumers. So they had to short it into Docker but adding the „‘s“ to remember to connection to the core values of the
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