La stratégie de développement de la marque Levi's

Étude de cas Marketing & marques Marketing mode

Date de publication :

02/10/2009

Langue :

Anglais

Format :

.doc

Nombre de pages :

6 pages

Niveau :

grand public

Consulté :

1 fois

Avis client :

non évalué

Validé par :

le comité Oboulo.com

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Sommaire :

Sommaire

Identity and background of Levi Strauss and Co
1. The company Levi Strauss and Co
2. The background of Levi Strauss and Co
Strategic lines of Levi's
1. The values
2. The strategy
3. The marketing mix

Résumé :

All over the world, companies create a brand strategy and try to make it evolve to grow up.
Thus, levi Strauss & Co has managed to build its brand image of levi's. Over time, the company and its brand have been developed in the world, and innovate in their production and marketing level to meet demand and to face the challenges of the market.
Thereby, the American company has created new brands of jeans and set up a new marketing strategy. The case of levi Strauss & Co clearly illustrates the evolution of branding a company.

Today, with globalization, companies generate large-scale multiplying the number of brands of products or services in the world. A brand is "a product, service, or concept that is publicly distinguished from other products, services or concepts so that it can be easily communicated and usually marketed. A brand name is the name of the distinctive product, service or concept". (www.whatis.com)
Companies create and communicate their brand in order to seduce up to consumers, to increase sales and profits, to finally grow and become more competitive. For this, they use a brand strategy defined as "a long-term marketing support for a brand, based on the definition of the characteristics of the target consumers. It includes understanding of their preferences, and expectations from the brand." (www.business dictionary.com)
But how firms try to develop its brand strategy to become even more attractive?