Nothing like a great fitting pair of Levi's

Yesterday I went to a friend's place where a group of us got together to put a new roof on her house. I was part of the support crew. While the guys were on the roof working hard, we had everything else ready for them and picked up the shingles that had been removed. I couldn't help but notice that all of the guys (from 18-50) were wearing Levi's and most the women who were wearing jeans were wearing Levi's. There is nothing like a pair of great hard working jeans when you are helping a friend.

Go Forth Campaign

Original Tailors

I have no idea where this statue is located. The lady in the picture is the actual subject. I simply thought that the statue captured something of the long history of the Levi Strauss Company and the hours of human labor that go into every garment that we wear.

Aaker's Brand Personality Scale for Levi's

According to Aaker’s Brand Personality Scale (Keller, P 371) Levis has the following Personality Ratings (other companies are included for comparison):

                      Levi’s    Lee       Nike     Apple

Sincerity          1.20    1.14        .98         .92

Excitement      1.11    1.00      1.17          .95

Competence   1.05     .99       1.03       1.07

Sophistication 1.13    1.09      1.05         .86

Ruggedness    1.43    1.34      1.36         .92

This represent a very solid reputation and a high level of regard by the public that Levi’s has built through experience and advertising. Of the 37 companies in the chart in the textbook no company score higher than the ruggedness indicator for Levi’s nor did any other score as highly overall. This is an important asset and they must be kept in mind for marketing decisions.