Case Analysis (Individual):

Levi Strauss:Creating Brand Equity

1.Analyze the Dockers communications strategy at the time of the launch. How did it fit with past Levi's advertising Efforts? How did it contribute to brand equity?

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

3. Describe some of the changes in the Dockers' marketing strategy from its debut. Has LS& CO. maintained a consistent enough marketing message? Are they well positioned strategically and tactically to maintain their strong leadership status in the coming years