Red bull case study

CASE #1: Dockers (Week 2)

Reading: Levi's Dockers: Creating a Sub-Brand  

PROPER PREPARATION FOR THE IN-CLASS CASE ASSIGNMENT:  This case concerns Levi-Strauss' introduction of the Dockers pants line.  Although the case may be taught to emphasize a number of different points, perhaps the most interesting issues relate to the brand image and brand equity of Levi's and how they affect and are affected by the building of a new brand and its’ new products.  

Class discussion will revolve around the following set of questions, which will also be the basis for a collaborative team discussion.  Read the case study and bring your notes, thoughts, and responses to the questions below to discuss with your teammates in class.

Use chapter 2 concepts (class notes and text) to guide yourself and your team through the possible answers to the questions below.  

1. What are the sources of brand equity for the Levi’s brand?  

• Salience: 40% listed levi’s first. 63% listed Levi’s in the top 3 brands of jeans.
• Imagery: Masculine, middle-to-upper class to blue collar. Casual and informal. Strong, favorable but not unique. Can give a good personality facets of the person.
• Performance: Reability, durability, and serviceability.
• Judgments: quality, credibility, consideration and superiority.
• Feelings: warmth, security, self-respect, excitement, and social approval.
• Resonance: behavioral loyalty, attitudinal attachment, sense of community, and active engagement.

1. One of the key aspects of brand equity is that it is considered a “strategic bridge” towards the future.  How did the strategic bridge concept assist the Levi’s brand team in building the Dockers’ brand?  

Levi’s decided to begin and build the Dockers’ brand after reporting a $114 million loss and especially after the male baby boomers needed a pant that combined style, versatility, and comfort that would be appropriate for both professional and leisure activites.The began by choosing a better quality of fabric, and designed casual and clothes that meet the needs of its customers. They sold their supplies in the same store and made the new pant accessible and afforable.  After a long effort to make positioning the brand and doing all the steps for it’s creation. Levi’s Dockers pants were marketed to the retail trade as a major fashion statement – an alternative to jeans – and the driving force in the “new casuals” category.

1. When compared to the Levi’s brand image how would you characterize the Dockers’ brand image?  What are the sources of Dockers brand equity?  How do they differ from those of the parent brand (Levi’s) ?

Dockers’ brand image :

• Introducing new Casual and comfortable and yet stylish.
• Positioned as more formal than jeans but less casual than dress slacks.
• The brand image tied almost exclusively to the khakis popular with the suburban set
• Preference for more natural fibers.
• Right pant for a variety of occasions.
• Dcokers’ updated its communication strategy and its design styles to convey a more sophisticated urban image.

Dockers’ brand equity :

• High awareness
• Contemporary, less conservative and more casual other slacks.
• High market penetration
• Strong channel support
• Slower moving into natural fabrics but the became the leader in fabric trends.
• Positive image in numerous demographic segments

Levis needs and wants to match the performance of Dockers. To follow the same path, the brand needs to be more creative and imaginative. Levi’s needs also to expend into other segments like housing, bedding, bath, and luggage for example.

1. In your mind, how would you describe Dockers brand positioning in the apparel marketplace?  What are points-of-difference (POD) for the brand?  What are key points-of-parity (POP) relative to competition in the marketplace?  Have these attributes (POD/POP) changed over time?

The apparel market contains thousands of brands and sub-brands. Dockers is well positioned as Levis does. Thanks to the creator of the brand.

The points of difference (POD) for the brand are:

• Empathy
• Originality
• Courage
• Integrity
• Promote sustainable development

The points of parity (POP) for the brand are:

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