Levi’s: A branding strategy that stood the test of time
If there is only one brand that comes to your mind when you think of denims, which brand would that be?
LEVI’S! LEVI’S! LEVI’S
Levi’s is indefinitely one of the brands that automatically comes to your mind when you think of denims. That’s what an exceptional branding strategy does to your brand. If there is anyone who hasn’t heard of Levi’s, is an alien.
Levi’s and its origin
The birth of blue denim is originated from none other than a tailor from Nevada called Jacob Devis who collaborated with Levi’s Strauss to create the riveted blue denims for railroad worker, cowboys, and lumberjacks. What started as a solution to a crucial problem, soon became a trend icon. Levi’s denims were the solution to the consistent wear and tear of the jeans faced by the laborers. Soon it became the official clothing for the wars, and soon this piece of clothing that was made for workers became a fashion trend in whole of America.
Levi’s has always been known for its quality, and exclusively for its flawless brand components. No other jeans can be Levi’s, and everyone will agree. Let’s look at what brand components make Levi’s such a iconic brand among its competitors.
Brand Logo
Everyone knows Levi’s logo, the iconic red background with white Levi’s fonts. The logo is more than enough for anyone to know that the denims is from Levi’s. But apparently the logo went through several changes to land the logo it has today.
In the beginning Levi’s was known as the two-horse brand and was represented by a logo where two horses were pulling each other apart. The logo represented quality and strength. Then as the brand became more popular, Levis font was eventually used and post several iterations the logo that we see today is being recognized and recalled by anyone and everyone.
A good brand logo causes good brand recall and recognition. Levi’s logo is simple, attractive and easily recognizable.
Brand Personality
Levi’s have always carried a personality which highlighted the characteristics of being casual, young, comfortable and authentic. Levi’s jeans represent cool, adventurous and young personality.
Brand Image
Young people love Levi’s for radiating an image that is authentic, casual, young and lively. And, true to its very self, from ages people are wearing Levi’s denims for all the very same reasons.
Levis as a brand is more than 150 years old, and has definitely stood the test of time. With its continuous innovation and quality of products Levis is definitely one of the iconic brands with an amazing brand strategy at play.