Subject :- BRAND MANAGEMENT (MKT624)

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 cobranding 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)