Case Analysis: Please read case Levi’s Jeans: Focusing on the Legend gives Legs to the Levi’s Brand and answer the following questions. Approximate length, ½ page per question.
1. Identify the strategic and tactical aspects of Levi’s positioning exercise.
2. How risky is limiting a product’s market potential for the sake of maintaining brand integrity?
3. The Levi product has not really changed since the Gold Rush days. How do you account for the phenomenal transformation to become an American icon and ‘coveted symbol of the casual, unpretentious American lifestyle’?