Page 1 of 10 EXAMINATION : ADVANCED BRAND MANAGEMENT () (OPEN BOOK) DATE : 22 OCTOBER 2013 TIME ALLOWED : 4 HOURS TOTAL MARKS : 100 MATERIAL SUPPLIED: LEVI STRAUSS & CO INSTRUCTIONS TO CANDIDATES 1. Please refer to the examination rules and regulations as found in the examination answer book. 2. All the questions are compulsory and the attached case study is required to answer the questions. 3. Read each question carefully to determine exactly what is required before attempting the answer. 4. Set your answers out in a systematic way under appropriate headings and subheadings. 5. Number your answers clearly. 6. IMPORTANT: Indicate the questions attempted by drawing a circle around the question number on the front cover of the answer book. NOTE: Examination answer books are the property of the IMM GSM and may not be removed from the examination hall. Answers to examination questions should not include appendices in the form of personal notes to the examining panel.
Page 2 of 10 Answer ALL the questions QUESTION 1 [30] Develop a brand portfolio strategy for Levi Strauss & Co. QUESTION 2 [20] Consider the denizen jeans brand extension. 2.1 Evaluate the denizen brand s ability to achieve its own equity as well as contribute to the equity of the Levi Straus & Co brand. (16) 2.2 If you were the manager of the denizen brand, what would you do differently? (4) QUESTION 3 [30] Consider the Levi s brand. 3.1 How would you characterise its efforts to strengthen its brand equity over such a long time? (8) 3.2 Design a brand strategy for the long-term success of the Levi s brand. (22) QUESTION 4 [20] Develop a Global Brand Strategy for the Levi Straus & Co brands. EXAM TOTAL: 100
Page 3 of 10 Case Study Levi Strauss & Co. Source: http://www.levistrauss.com/. [Accessed: 1 March 2013] Levi Strauss & Co. Values and Vision We believe that business can drive profits through principles, and that our values as a company and as individuals give us a competitive advantage. Empathy walking in other people s shoes Empathy begins with paying close attention to the world around us. We listen and respond to the needs of our customers, employees and other stakeholders. Originality being authentic and innovative The pioneering spirit that started in 1873 with the very first pair of blue jeans still permeates all aspects of our business. Through innovative products and practices, we break the mold. Integrity doing the right thing Integrity means doing right by our employees, brands, company and society as a whole. Ethical conduct and social responsibility characterize our way of doing business. Courage standing up for what we believe It takes courage to be great. Courage is the willingness to tell the truth and to challenge hierarchy, accepted practice and conventional wisdom. It means standing by our convictions and acting on our beliefs. We are the embodiment of the energy and events of our time, inspiring people from all walks of life with a pioneering spirit. Generations have worn Levi s jeans, turning them into a symbol of freedom and self-expression in the face of adversity, challenge and social change. Our customers forged a new territory called the American West. They fought in wars for peace. They instigated counterculture revolutions. They tore down the Berlin Wall. Reverent, irreverent they took a stand. Brands in the Levi Strauss & Co. portfolio: The Levi s brand epitomizes classic American style and effortless cool. Since the invention and patent of riveted clothing by Jacob Davis and company founder Levi Strauss in 1873, Levi s jeans have become the most recognizable and imitated clothing in the world capturing the imagination and loyalty of people for generations. And while the patent has long since expired, the Levi s brand portfolio continues to evolve through a relentless pioneering and innovative spirit that is unparalleled in the apparel industry. Our range of leading jeanswear and accessories are available in more than 110 countries, allowing individuals around the world to express their personal style.
Page 4 of 10 The Dockers Brand has defined authentic khaki for 25 years. Since its introduction in 1986, the Dockers brand has been perfecting khakis and the essential goods to go with them for men and women all over the world. No compromises in quality. Just versatile, essential style. We have taken an enduring, admired brand and made it stronger. Dockers has embarked on a journey to reinvigorate the khaki category, with a new and improved Signature Khaki line and Soft Khakis collection in stores across the United States, as well as a global marketing campaign, Wear the Pants. More styles. New fits. Bold colors. And a debate about the modern definition of masculinity that is helping to reignite the khaki category. We have taken the category we owned and reinvented it for today.
Page 5 of 10 Khaki is back! In 2003, we launched the Signature by Levi Strauss & Co. brand, giving the value-conscious consumer access to high-quality, affordable and fashionable jeans and casual wear from a trusted company and name. The collection includes a variety of products for men, women and children, designed with the high quality construction and craftsmanship that makes Levi Strauss & Co. famous, all priced at under $25. Sewn from premium, heavy-weight denim for exceptional durability, each pair of jeans is carefully detailed with vintage-inspired finishes and reinforced with triangle stitching and metal rivets for long-lasting style.
Page 6 of 10 Premium fabric & finishes Signature by Levi Strauss & Co. jeans are sewn from premium heavy-weight denim for exceptional durability, then carefully detailed with vintage-inspired finishes leaving you with a one-of-a-kind pair that truly lasts. Signature by Levi Strauss & Co. products are sold at a variety of stores, including Walmart, in the U.S. and Canada, and Kmart, Shopko, Blain s Farm & Fleet, Hamrick s and Meijer in the U.S. Signature by Levi Strauss & Co. - Quality is Our Signature. In the summer of 2011, the denizen brand launched in the United States, providing great-fitting, great-looking, well made jeans exclusively to Target shoppers in Target stores and on Target.com. With premium fabrics and finishes, and a variety of fits and looks for the entire family, the denizen brand offers the quality craftsmanship and authentic style that has made Levi Strauss & Co. world-famous for generations. Denizen means inhabitant : belonging to a community of family and friends. Denim is in the name, at the heart of the brand. The denizen brand is accessible to all, promising the optimism and confidence that stems from looking and feeling great. denizen jeans are the perfect fit for today s active families, offering the perfect balance of style and value. Premium Fabric & Finishes denizen jeans are sewn from premium high quality denim for exceptional durability, then carefully detailed with vintage-inspired finishes leaving you with a one-of-a-kind pair that truly lasts.
Page 7 of 10 Quality Is in the Details From side seams to our durable reinforced stitching, every inch of thread counts toward making jeans that stand the test of time. Metal rivets add extra strength by reinforcing the corners. And years of finessing our patterns means you can always count on a tried-and-true fit. Minimizing Our Environmental Footprint The denizen brand believes that being environmentally responsible is crucial to the way we do business. Below are some of the many steps we have taken in an effort to reduce our environmental footprint: Reducing the total amount of packaging on our product Using recycled paper for all paper packaging Working with our suppliers to meet and adhere to our strict waste water guidelines, pollution prevention and waste management policies. Starting in Fall 2011, Levi's incorporated a blend of Better Cotton in over 2 million pairs of denizen and Levi's jeans around the globe. Better Cotton is a different way to grow cotton that decreases the negative environmental impacts and has the potential to improve the livelihood of the 300 million people engaged in cotton agriculture worldwide. The Levi s Brand Debuts 2012 Go Forth Global Marketing Campaign Source: http://www.levistrauss.com/news/press-releases/levi-s-brand-debuts-2012- go-forth-global-marketing-campaign. [Accessed: 1 March 2013] SAN FRANCISCO Today, 26 July 2012, the Levi s brand (www.levi.com) unveiled its 2012 Go Forth global marketing campaign. The spotlight of this year s marketing initiative is the Levi s brand s new Fall/Winter 2012 global collection, which features a refined and tailored look made for those who get dressed each morning with purpose. The campaign represents the latest chapter in the brand s signature Go Forth creative platform, which first launched in North America in 2009 and expanded globally in 2011. The Go Forth campaign was informed by worldwide research that shows the youth of today believe it is up to them to make a positive difference in the world.
Page 8 of 10 The 2012 campaign is titled This is a pair of Levi s. The centerpiece of the campaign is a 60-second film directed by Lance Acord that depicts individuals putting on their Levi s jeans in the morning and preparing to face the day. We watch them as they button their jeans, tuck in their shirts, get on their bikes, and head out the door, all the while repeating the mantra You re gonna be great, you re gonna be great, you re gonna be great. They are teachers, they are musicians, they are interns and public servants, they are young but they are determined, and they believe in changing the world by getting up every day and living their life with purpose and intent. As the original jeans brand, we work hard to not just design clothing, but to design clothing that somehow inspires and empowers millions of people to pursue their passion, whatever it is, with an intuitive sense that, if you re wearing a pair of Levi s jeans, anything is possible, said Mary Alderete, Global Vice President of Levi s Brand Marketing. This campaign is designed to ignite a new generation of pioneers to believe in the Levi s brand as much as we believe in them. Levi s Go Forth 2012 Global Brand Marketing Campaign The 2012 Go Forth campaign will come to life through a series of TV, print, digital and outdoor advertising in markets around the world. Woven throughout the creative platform is the caption, This is a pair of Levi s. The caption is juxtaposed over unexpected pieces from the Collection, such as dresses and tops, to emphasize that the craftsmanship, innovation and style associated with the Levi s brand is embedded in every article of clothing. Go Forth continues to be a strong platform that embodies the pioneering spirit and intrinsic values of the Levi s brand, said Len Peltier, Global Vice President of Creative for the Levi s brand. From a creative approach, we wanted to be culturally relevant while also making the product more central to the brand narrative. Our intent is to disrupt what people think they know about the Levi s brand and redefine that with unexpected product stories and a more refined styling point of view. Each story is a confident statement This is a pair of Levi s. The campaign also takes inspiration from the Levi s brand s pioneering spirit. The taglines featured in the outdoor, digital and print advertising, such as Cut with Grace, and Tailored for the Young and Hungry, capture the dynamic potential of this generation and are meant to speak to the young leaders of the world who are pioneers in their own right. The images in the creative feature the Levi s Fall/Winter 2012 collection and head-to-toe look in action, as captured by photographer Christian Weber. The print work also features a model found through a Levi s brand casting effort launched earlier this year to source new faces from around the world via the popular photo-sharing service Instagram. Using the #iamlevis hashtag, pioneers across the globe were encouraged to upload images of themselves, individuals who go forth every day with a sense of purpose. In addition to traditional media channels, the campaign will come to life in digital environments where consumers are already looking for inspiration or entertainment.
Page 9 of 10 With an online Lookbook as its centerpiece, consumers can immerse themselves in the Fall collection in a playful way by engaging with each product story. Whether it s spinning a model around to examine her free-flowing dress or putting a cyclist through his paces to test the mobility of the Levi Commuter Series, the Lookbook breathes life and energy into the line. The Levi s designers stories are neatly woven throughout,with exclusive videos that explain their vision behind each product. The Lookbook can be found on Levi.com beginning August 20th. Consumers can also engage in mobile experiences that bring the product stories to life, including the brand s first iad and the first-ever shoppable brand magazine on Flipboard. Finally, in order to fuel conversations that celebrate Go Forth moments, the Levi s brand will be asking consumers to share the acts they engage in each day to make the world a better place. The conversation will begin through #goforth starting September 1. The 2012 Go Forth campaign launches globally in mid-august. The campaign was created in partnership with Wieden+Kennedy, Portland, Oregon. The digital execution was led by Wunderman, New York. Media strategy across all platforms was developed and activated by OMD, Los Angeles. Levi s Fall/Winter 2012 Collection The new 2012 Fall/Winter collection is made for those who get dressed each morning with purpose, with the intention and optimism to make a positive difference in the world. The men s collection offers classic, yet contemporary head-to-toe looks built around refined styles with sharp clean aesthetics, tailored to perfection. The key trend for men this season is the taper - a flattering fit that sits below the waist, slouchy at the top and featuring an extended rise and a slim tailored leg. The overall style of the women s collection is classic and refined with a clean, tailored aesthetic and pronounced femininity. The key pant silhouette for women this season is the Bootcut Skinny, which the Levi s brand has completely reinvented. Cut with grace and confidence and inspired by the skinny jean, this season will see a new take on this classic style a sexy, modern skinny fit making you forever think differently about the Bootcut. In addition to the Bootcut Skinny, the brand is launching a feminine tailored dress collection. These tastefully crafted garments give a subtle nod to the idea of femininity but thoughtfully leave it up for interpretation. The Levi s Dress Collection includes several new denim and non-denim dress styles in a variety of fabrications including light, effortless knits, cotton-linen, soft chambrays and a sustainable, coated Lyocell fabric. As part of Levi Strauss & Co. s profits through principles approach, sustainability is embedded throughout the collection with the use of the WaterLessTM finishing process playing a prominent role this season.
Page 10 of 10 LEVI'S AND EKOCYCLE Source: http://www.environmentalleader.com/2012/10/26/levis-case-mate-join-cokesekocycle-brand/. [Accessed: 1 March 2013] The Levi s brand joins the Ekocycle brand initiative to produce products made in part from recycled materials The EKOCYCLE brand initiative was developed to educate consumers about everyday recycling choices and empower their purchasing decisions as part of a social change movement. The initiative supports recycling by helping consumers recognize that items they consider waste today may be a part of a lifestyle product they can use tomorrow. With a dedication to supporting a more sustainable environment, the EKOCYCLE movement is committed to identifying products, such as assorted plastic bottles and aluminum cans that can be repurposed into recycled content for fashion-forward lifestyle products through the help of some of the industry s hottest trend-setters. The following products will roll out to consumers from companies that answered the call to produce new goods made in part from recycled materials: Limited edition Levi s 501 WasteLess jean Made with an average of eight recycled assorted plastic bottles per pair of jeans, Levi s WasteLess 501 jeans will be available in April 2013 for $128 with global distribution via Levi s retail doors and online at levi.com.