QUESTION 1

Brands versus products

Using the Levi stable of brands, discuss the five (5) levels of meaning for a product. Ensure you substantiate your answer with examples from the case study. (10)

Dedication to a brand is vital for sustained brand leadership. Discuss the five (5) factors that determine enduring leadership. Ensure you address all five factors in context of the Levi case study.

QUESTION 2

Customer based brand equity and brand positioning

The concepts of points of difference and points of parity can be invaluable tools to guide brand positioning. Three key issues in arriving at the optimal competitive brand positioning are defining and communicating the competitive frame of reference and choosing and establishing points of difference and points of parity. Discuss these three (3) key issues in context of the case study example Levi's Go Forth.

If you were the brand manager for Levi's, what would you suggest as an alternative brand mantra for the Denizen brand? Illustrate what the emotional and descriptive modifier would be, as well as the brand function.

QUESTION 3

Brand resonance

Making use of the five questions Selden and Colvin suggest in terms of determining whether a company is truly customer focused, discuss these five (5) questions by relating each question to the case study.

Brand resonance describes the relationship the customer has with the brand and the extent to which customers feel they are ‘in sync' with the brand. Resonance is characterised in terms of intensity and activity.

Describe in your own words what you believe is meant by the level of intensity and activity in terms of brand resonance. Make use of an example from the case study to illustrate your point.

Discuss the four (4) categories of ‘intensity and activity' in context of the case study.

QUESTION 4

Integrated marketing communications

In terms of the Levi Go Forth global marketing campaign, consider the four- major marketing communication options Levi's marketing team had when they were planning their campaign. Analyse and evaluate these four (4) options in context of Levi's global marketing campaign launched in 2012.

Evaluate the Levi Go Forth global marketing campaign by motivating whether you believe its campaign was effective and efficient. Use the six (6) criteria for determining the effectiveness of an integrated marketing campaign to base your answer on.

QUESTION 5

Designing marketing programmes

Strategies and tactics behind marketing programmes have changed dramatically in recent years - there have been some enormous shifts in the external marketing environments. In terms of the Levi organisation, what do you believe are some of the factors that forced its marketing team to embrace new approaches and philosophies when developing its marketing strategies? Outline at least six (6) factors.

A special case of co-branding is ingredient branding. Using the Levi example in terms of its initiative with EKOCYCLE, discuss what you believe the advantages and disadvantages of ingredient branding are.

Discuss the four (4) tasks that ingredient branding must accomplish and advise if you believe that Levi and EKOCYCLE have achieved these four tasks. It is suggested that you do additional reading on EKOCYCLE.

PRESENTATION

Unless otherwise specified, a maximum of 20 marks may be deducted for not meeting the required presentation standard, based on the following aspects:

Structure and Grammar:
The content of the document should have a logical flow, guided by numbered headings and sub-headings for the various sections. Incorrect numbering, unsuitable language (non-academic and/or unprofessional), poor syntax and spelling errors will be penalised.

Students are to follow the required guidelines in terms of font type, font size, line spacing, justification, etc., as set out in the IMM Graduate School Yearbook.

Citation:
When including a quotation/reference in an assessment from a book, textbook, paper, author or other sources, correct in-text referencing of the source is required.

Referencing:
Referencing includes both in-text referencing and the reference list. References must conform to the style and format provided by the IMM Graduate School's ‘Harvard Referencing System Guide'.

Markers must indicate the presentation mark allocated to the student, on the cover sheet of the assignment. This mark is final.

Attachment:- Levi Strauss.rar