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© IMM Graduate School Assignment: 1st Semester 2017 ABM401

ASSIGNMENT 1ST SEMESTER : ADVANCED BRAND MANAGEMENT 4 (ABM401)

DUE DATE : 15:00 ON 14 MARCH 2017 UPLOAD TO ELEARN IN PDF

FORMAT TOTAL MARKS : 100 MATERIAL SUPPLIED : LEVI STRAUSS & CO

INSTRUCTIONS TO CANDIDATES FOR COMPLETING AND SUBMITTING ASSIGNMENTS

The complete ‘Instructions to Students for Completing and Submitting Assignments’ must be collected from any IMM Graduate School office or can be downloaded from eLearn. It is essential that the complete instructions be studied prior to commencing your assignment. The following points highlight only a few important notes. 1. You are required to submit ONE assignment per module.

2. The assignment will contribute 20% towards the final examination mark, and the other 80% will be contributed by the examination, however, the examination papers will count out of 100%.

3. Although your assignment will contribute towards your final examination mark, you do not have to earn credits for admission to the examinations; you are automatically accepted on registering for the module.

4. Number all the pages of your assignment (e.g. page 1 of 4) and write your name and surname, student number and module at the top of each page.

5. The IMM Graduate School requires this assignment to be presented in PDF format. MS Word copies will not be marked. Unless otherwise specified, this assignment must be completed within a limit of 3500 words, excluding the reference list. Students who exceed the word limit may find that only part of the submitted assignment will be marked.

6. A separate assignment cover, which is provided by the IMM Graduate School, must be attached to the front of each assignment.

7. Retain a copy of each assignment before submitting, in case the original does not reach the IMM Graduate School.

8. The assignment due date refers to the day up to which assignments will be accepted for marking purposes. The deadline is 15:00 on 14 March 2016 for upload to eLearn. Late assignments will be accepted, but 25 marks will be deducted from the maximum mark if received after 15:00 on 14 March 2017 and up to 17:00 the following day, after which no assignments will be accepted.

9. If you fail to follow these instructions carefully, the IMM Graduate School cannot accept responsibility for the return of the assignment. It may even result in your assignment not being marked.

Results will be available on the IMM Graduate School website, www.immgsm.ac.za, on Saturday, 6 May 2017.

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© IMM Graduate School Assignment: 1st Semester 2017 ABM401

SPECIFIC INSTRUCTIONS:

Answer All the questions.

Harvard referencing technique must be utilised when answering the questions.

Other sources, in addition to the case study and the prescribed textbook must be

consulted and included in answering the questions.

Marks will be deducted for not following the above-mentioned instructions.

No marks will be awarded for repeating theory from the textbook.

References are to the prescribed textbook: Keller, K.L. (2013) Strategic Brand Management: Building, Measuring and Managing Brand Equity. 4th ed. Pearson.

QUESTION 1 [20] Brands versus products 1.1 Using the Levi stable of brands, discuss the five (5) levels of meaning for a

product. Ensure you substantiate your answer with examples from the case study. (10)

1.2 Dedication to a brand is vital for sustained brand leadership. Discuss the five (5) factors that determine enduring leadership. Ensure you address all five factors in context of the Levi case study. (10)

QUESTION 2 [20] Customer based brand equity and brand positioning 2.1 The concepts of points of difference and points of parity can be invaluable tools

to guide brand positioning. Three key issues in arriving at the optimal competitive brand positioning are defining and communicating the competitive frame of reference and choosing and establishing points of difference and points of parity. Discuss these three (3) key issues in context of the case study example Levi’s Go Forth. (12)

2.2 If you were the brand manager for Levi’s, what would you suggest as an

alternative brand mantra for the Denizen brand? Illustrate what the emotional and descriptive modifier would be, as well as the brand function. (8)

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QUESTION 3 [20] Brand resonance 3.1 Making use of the five questions Selden and Colvin suggest in terms of

determining whether a company is truly customer focused, discuss these five (5) questions by relating each question to the case study. (10)

3.2 Brand resonance describes the relationship the customer has with the brand

and the extent to which customers feel they are ‘in sync’ with the brand. Resonance is characterised in terms of intensity and activity.

3.2.1 Describe in your own words what you believe is meant by the level of

intensity and activity in terms of brand resonance. Make use of an example from the case study to illustrate your point. (2)

3.2.2 Discuss the four (4) categories of ‘intensity and activity’ in context of the case study. (8) QUESTION 4 [24] Integrated marketing communications 4.1 In terms of the Levi Go Forth global marketing campaign, consider the four-

major marketing communication options Levi’s marketing team had when they were planning their campaign. Analyse and evaluate these four (4) options in context of Levi’s global marketing campaign launched in 2012. (12)

4.2 Evaluate the Levi Go Forth global marketing campaign by motivating whether

you believe its campaign was effective and efficient. Use the six (6) criteria for determining the effectiveness of an integrated marketing campaign to base your answer on. (12)

QUESTION 5 [16] Designing marketing programmes 5.1 Strategies and tactics behind marketing programmes have changed

dramatically in recent years – there have been some enormous shifts in the external marketing environments. In terms of the Levi organisation, what do you believe are some of the factors that forced its marketing team to embrace new approaches and philosophies when developing its marketing strategies? Outline at least six (6) factors. (6)

5.2 A special case of co-branding is ingredient branding. Using the Levi example

in terms of its initiative with EKOCYCLE, discuss what you believe the advantages and disadvantages of ingredient branding are. (6)

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5.3 Discuss the four (4) tasks that ingredient branding must accomplish and advise if you believe that Levi and EKOCYCLE have achieved these four tasks. It is suggested that you do additional reading on EKOCYCLE. (4)

PRESENTATION [-20] Unless otherwise specified, a maximum of 20 marks may be deducted for not meeting the required presentation standard, based on the following aspects: Structure and Grammar: (up to -5 marks) The content of the document should have a logical flow, guided by numbered headings and sub-headings for the various sections. Incorrect numbering, unsuitable language (non-academic and/or unprofessional), poor syntax and spelling errors will be penalised. Students are to follow the required guidelines in terms of font type, font size, line spacing, justification, etc., as set out in the IMM Graduate School Yearbook. Citation: (up to -5 marks) When including a quotation/reference in an assessment from a book, textbook, paper, author or other sources, correct in-text referencing of the source is required. Referencing: (up to -10 marks) Referencing includes both in-text referencing and the reference list. References must conform to the style and format provided by the IMM Graduate School’s ‘Harvard Referencing System Guide’. Markers must indicate the presentation mark allocated to the student, on the cover sheet of the assignment. This mark is final.

ASSIGNMENT TOTAL: 100

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Levi Strauss & Co.™ 1. Introduction

Message from the CEO

This is an exciting time for Levi Strauss & Co. We’re building on our heritage to move the company forward, to be as innovative and relevant to today’s consumers – and tomorrow’s – as we were when we invented the blue jean 140 years ago.

When did you first discover one of our products? Millions of people around the world have grown up with Levi’s® blue jeans and Dockers® khakis. I’m one of them. And it’s my privilege to lead this company as we strive to engage consumers with new and familiar products, all while minimising our impact on the planet.

But it takes more than our strong, enduring brands – which also include Signature by Levi Strauss & Co.™ and Denizen® – to succeed. It takes people to bring our product to life every day. I see these talented and creative folks at our headquarters in San Francisco and in our offices around the world. They’re proud to be here, working for a company that has long been a leader – not just in what we do, but how we do it.

This is a company that integrated its sewing factories decades before it was required by law. We established the first code of conduct for apparel manufacturers, ensuring the people who make our product work in a safe environment and are treated with dignity and respect. And we work to build sustainability into everything we do.

Ask employees what makes this company different, and they’ll tell you. It’s our values: empathy, originality, integrity and courage. These guide every decision we make and every action we take. And they fuel our commitment to drive profits through principles.

“It takes talented and creative people to bring our product to life every day, all around the world.”

Today’s Levi Strauss & Co. is as relevant as ever, but we’re always looking ahead. From our products to our practices, innovation is integral. You’ll see it in our Levi’s® Water<Less™ products, which are made using significantly less water. In our Dockers® Wellthread collection, sustainability is as essential as fabric and thread. And there’s more on the way.

I’m honored to be a part of Levi Strauss & Co. and humbled to have the opportunity to lead this company as it continues an amazing journey. If you’re already a fan of our products, thank you. If not, I hope you’ll take some time to explore this site and learn more about what we do and how we do it. I think you’ll like what you see.

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CHIP BERGH

President & CEO

The following is an extract from an article that appeared in the April 2015 issue of Entrepreneur.

“In our consumer culture of shiny-new-object syndrome, it is increasingly unlikely that a brand will survive – much less thrive – for more than a few seasons. But for 162 years, Levi Strauss & Co. has done just that. The staying power of the Levi’s brand stands out boldly in this era of pop-up stores, Snapchat-style startups and fleeting loyalty.

For perspective, consider that when Levi Strauss emigrated in 1853 from Buttenheim, Bavaria, to the U.S. and founded his company, there were only 31 American states. Another 32 years would pass before the automobile was developed. Among iconic U.S. brands, only Anheuser-Busch (founded in 1852) has been around longer than Levi’s. (Coca-Cola came about in 1892; Ford in 1903.)

And yet Levi’s remains a formidable brand today. Fiscal 2014 revenue increased 2 percent over the previous year to $4.68 billion, and the company commands the highest share of the global jeans market. Retailers credit Levi’s for having unique brand assets they can’t get from other lines. As Gary O’Neil, former creative director for J.C. Penney, explains, “Levi’s has become a brand titan that scales across lifestyle, gender … this allows retailers to cast a broad net that captures a diverse customer base.”

Moreover, Levi’s continues to be considered hip. Complex, a website devoted to twentysomething males, listed Levi’s among its ‘15 Brands Hipsters Love’, alongside Band of Outsiders and other indie designers. Sightings of Levi’s-clad celebrities fill the pages of style and pop-culture media.

2. The Company Culture

The culture of Levi Strauss & Co. is fueled by strong values, creativity and hard work. Using innovative, sustainable and progressive practices isn’t just how we make our jeans and other products, it’s a principle we value in all our work.

Here’s a first-hand glimpse of the culture thriving at the core of Levi Strauss & Co.

Innovation is at the core of what we do. From inventing the world’s first pair of blue jeans, to implementing cutting-edge design techniques, to developing new ways of working, we encourage our talented employees – and anyone who slips on a pair of our jeans – to dream big, do more and grow.

We care deeply about doing the right thing. It’s why we’re working to build sustainability into everything we do. It’s why we joined the Better Cotton Initiative, which is committed to growing cotton in a way that’s healthier for communities and the environment. It’s why we’re producing Water<Less™ jeans, made with significantly less water. We want to make sure our company is encouraging a healthy world and a better future.

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At Levi Strauss & Co., we’re dedicated to progress and are constantly in motion. We’re proud to have integrated our factories before the law required it, and we continue to engage with communities whenever we can, from implementing HIV/AIDS employee education, to championing equality for women and girls, to supporting communities around the world where we live and work.

The Red Tab Foundation, an industry first, was started by a Levi Strauss & Co. employee to provide a financial safety net for company employees, retirees and their families.

Since 1873, our jeans have been an inspiration – and a symbol – for courage, fearless exploration and unwavering originality. We are honored to have clothed generations of individuals, leaders, thinkers and doers. Here at Levi Strauss & Co., we’re guided by our values: empathy, originality, integrity and courage. With them in mind, we constantly strive to build a culture just as inspiring as the people who wear our jeans.

3. Levi Strauss & Co.™ Values and Vision

Levi Strauss & Co. is driven by strong values, creativity and hard work. Using innovative, sustainable and progressive practices isn’t just how we make our jeans and other products – it’s a principle we value in all our work.

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. Ethical conduct and social responsibility characterise 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.

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4. Brands in the Levi Strauss & Co.™ portfolio:

The Levi’s® brand epitomises 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 recognisable 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 jeans wear and accessories are available in more than 110 countries, allowing individuals around the world to express their

personal style.

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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.

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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.

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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.

Since 1873, Levi Strauss & Co. has been outfitting the world in denim.

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.

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Premium Fabric & Finishes

dENiZEN® jeans are sewn from premium high quality denim for exceptional durability and then carefully detailed with vintage-inspired finishes – leaving you with a one-of-a-kind pair that truly lasts.

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.

Minimising 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 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.

5. The Levi’s Brand Debuts 2012 Go Forth™ Global Marketing Campaign

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.

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

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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. 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.

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.

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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, 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.

6. LEVI'S® AND EKOCYCLE

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.

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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 trendsetters.

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.

References Hardcastle, J.L. (2012) “Levi’s, Case-Mate Join Coke’s EKOCYCLE Brand”. Available from:

<http://www.environmentalleader.com/2012/10/26/levis-case-mate-join-cokes-ekocycle-brand/>. [Accessed on 29 June 2016]

Levi’s. (2013) An Icon Evolves: Levi’s 501 & EKOCYCLE Collaborate for Progress. Available from: http://explore.levi.com/news/sustainability/an-icon-evolves-levis-501-x-ekocycle/ [Accessed

on 29 June 2016]

Levi Strauss & Co. (2016) Available from: < http://www.levistrauss.com/>. [Accessed on 29

June 2016]

Miller, M.J. (2011) “Levis Takes Go Forth Campaign Global”. Available from: <http://brandchannel.com/2011/08/09/levis-takes-go-forth-campaign-global>. [Accessed on 29 June 2016]

Yohn, D.L. (2015) “How Levi’s became a brand with Staying Power”, Entrepreneur, April 2015. Available from: <https://www.entrepreneur.com/ article/243412>. [Accessed on 29 June 2016]