Marketing

Please answer the question. 1. What are the sources of brand equity for the Levi’s brand? 2. One of the key points about the brand equity concept is the consideration of it being a “strategic bridge” towards the future. How did this strategic bridge concept assist the Levi’s brand team in building the Dockers’ brand? What aspects of Levi’s brand equity were transferable or able to assist in building Docker’s initial brand success? 3. 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 does Docker’s equity differ from that of the parent brand (Levi’s)? 4. 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? 5. Imagine that you are now members of the Levi Strauss & Co. marketing team and have just been named to head up the Dockers brand. What would be your priorities? What strategies would you develop to align the Dockers brand with today’s consumers?