brand management brand audit -1

8/14/2019 Brand Management Brand Audit -1

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Brand Audit of Levi Strauss® Pakistan (Pvt.) Ltd

Part – I

Introduction

Source Person: Mr. Shoaib Khan, Assistant product Manager, Dockers.

Company Name: Levi Strauss Pakistan PVT LTD.

Company History: (for global history check the net) Started its sourcing

operations in Pakistan in 1991 but the local Marketing

operations started in 2001. Initially launched with Levi

men's and Dockers only. Introduced Levi's Girls .

Launched Signature for the standard segment in Mid

2007.

Company Ownership Structure: Its privately held by the family of Levi

Strauss. Mr. Bob has being the CEO.

Head of Marketing Department: Mr. Imran Butt is the head of Marketing

department for all three brands right now.

Brand Managers: None right now. Mohammad Omer Chaudry was the first

and the last brand manager.



Company Goals & Objectives: To sell and distribute most fashion relevant and

appealing garments and make Levi's the most sought

after youth apparel brand.

Marketing Goals & Objectives: To market the brand as the original and definitive

apparel brand of choice for the youth.

Part – II

Brand Management Audit Process

1. Brand Inventory Analysis:

a. Up to date profile of all brands:

b. Brand elements of each brand:



c. Marketing Program:

d. Secondary Association:

2. Brand Exploratory Analysis: (Using brand equity pyramid)

a. Questionnaire:



b. Interview with target market:

3. Problem Identification:

4. Solutions to these problems:



5. Recommendations & Suggestions:



Invented in 1873, Levi's® jeans are the original,

authentic jeans. They are the most successful, widely

recognized, and often imitated clothing products in thehistory of apparel. Levi's® jeans have captured the

attention, imagination, and loyalty of generations of

diverse individuals. As the inventor of the category, the

Levi's® brand continues to define jeanswear with the

widest range of products available, from quintessential

classics, such as the famous Levi's® 501® Original

jean, to favorite fits and styles in our Red Tab™ and

Premium collections.

The Dockers® brand is the leader in providing stylish and comfortable

casual wear. The brand continues to expand its

offerings to provide men and women with clothes that

offer versatility for an on-the-go lifestyle. Dockers®

khakis were first introduced in 1986 as the casual

alternative to jeans and dress pants. The line has since

expanded from men's casual pants to an entire

wardrobe offering of tops, pants, shoes, belts,

outerwear and hosiery for men and women in more

than 50 countries in every region of the world.



The Signature by Levi Strauss & Co. ™ brand was launched in 2003 exclusively for

value-conscious consumers. The brand provides these

consumers with high-quality, affordable, fashionable

jeans wear and casual wear from a company and name

they trust. The Signature by Levi Strauss & Co. ™ brand

includes a collection of denim and non-denim pants,

shirts, skirts, and jackets for men, women, and children.

All Signature by Levi Strauss & Co. ™ apparel is

designed with the high-quality construction and

craftsmanship that makes Levi Strauss & Co. famous

brand management brand audit -1

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