Report

On
Collaborative Efforts of
Levis and Jeep
Submitted toMrs. Deepmala Moorjani, Mr. Ramesh Tahiliani,
Ms. Niketa Chakrobarti and Mr. Yogesh Potaliya
School of Creative Business
Pearl Academy, New Delhi

Submitted ByAkanksha Khanna, Nikita Singhal,

Sakshi Gupta and Shivani Agarwal
(2014-2018)

In partial Fulfillment of the B.A (Hons)

Degree in Fashion Marketing and Retail
Management

Index
Declaration

Aim of the Project

Acknowledgment
Executive Summary
Company summary

Chapter 1- Levis
1.1 Introduction
1.2 Brand Promise
1.3 Brand Elements
1.3.1
1.3.2
1.3.3
1.3.4
1.3.5
1.3.6

1.4
1.5
1.6
1.7

Brand Name
Copper Rivets
Arcuate Design
Leather Patch
Red Tab
Batwing

Brand Archetype
Data Analysis
Brand Identity Prism
Brand Guidelines

1.7.1 Branding
1.7.2 Dont for the Logo
1.7.3 Branding Applications

Chapter 2: Jeep
2.1
2.2
2.3
2.4
2.5
2.6
2.7
2.8

Introduction
Brand History
Brand Promise
Brand Elements

2.4.1 Brand Logo

2.4.2 Brand Tagline

Brand Archetype
Data Analysis
Brand Identity Prism
Brand Guidelines

2.8.1 Jeep Brand Mark

2.8.2 Area of Isolation
2.8.3 Brand Mark Rules of Use
2.8.4 Brand Artwork
2.8.5 Brand Mark Colours

Chapter 3: Levis for Jeep

3.1 Introduction
3.2 Brand Promise
3.3 Brand Elements
3.3.1 Brand Logo
3.3.2 Brand Tagline

3.4 Brand Archetype

3.5 Segmentation, Targeting and Positioning
3.5.1 Segmentation
3.5.2 Targeting
3.5.3 Positioning
3.6 Brand Identity Prism
3.7 Brand Guidelines
3.7.1 Brand Colour
3.7.2 Brand Artwork
3.7.3 Area of Isolation
3.7.4 Donts of the logo

3.8 Products
3.9 Competitor Analysis
3.10 Marketing Objective
3.11 Marketing Communication Challenge
3.12 Marketing Strategy
3.13 Posters
3.14 Store Layout
3.15 Info graphics
Referencing
Annexure

Declaration
We hereby declare that the research paper titled Collaborative Efforts of
Levis and Jeep is based on actual and original work carried out by us. Any
reference to work done by any other person or institution or any material

obtained from other sources have been duly cited and referenced. We further
certify that the research paper has not been published or submitted for
publication anywhere else nor it will be send for publication in the future.
The work was done under the guidance of the faculty of Pearl Academy, New
Delhi.

Aim of the Project

The project shows collaboration between a clothing fashion brand and a non-clothing fashion
brand. It shows thorough study of both the brands and rationale behind the amalgamation.
Each brand is showcased individually as per their present state and their goals. Their

amalgamation is shown to be mutually beneficial in accordance to their respective brand

goals. The entire branding strategy of both the brands is also mentioned in the project.

Acknowledgement
The report has been given to us as part of the curriculum in B.A.(Hons) in
Fashion Marketing and Retail Management (FMRM). We have tried our best to
present the information as clearly as possible using the basic terms.
5

We would like to take this opportunity to express our profound gratitude and
deep regard to Mr. Yogesh Potaliya and Mrs. Deepmala Moorjani, for
their exemplary guidance, valuable feedback and constant encouragement
throughout the duration of the project. Their valuable suggestions were of
immense help throughout our project work. Their perceptive criticism kept us
working to make this project in a much better way. Working under them was
an extremely knowledgeable experience for us.
We are highly indebted to Ms. Niketa Chakrobarti for her guidance and constant
supervision as well as for providing necessary information regarding this research
and also for her support in completing this endeavor.

We are highly indebted to Mr. Ramesh Tahiliani for sharing his pearls of
wisdom with us during the course of this research.
We thank our colleagues who provided insight and expertise that greatly
assisted the research. Mere acknowledgement may not redeem the debt we
owe to our parents for their direct/indirect support during the entire course of
this project.

-Akanksha Khanna, Nikita Singhal, Sakshi Gupta and Shivani Agarwal

Executive Summary
The project brings together the concepts of consumer behavior and creative thinking. The
project is based on the thinking and perceptions of a consumer. It shows marriage between
Levis, a clothing brand and Jeep, a non-clothing brand. The collaboration, Levis for Jeep is

focusing on launching adventure gear essentials highlighting durability of Jeep and design by
Levis.
This project has enabled us to understand fashion branding in a global and national
perspective. It has made us understand different brand attributes in perspective to fashion.
We have developed thorough knowledge of dynamics in fashion branding and have a brief
idea of how a brand stands out in the current fashion scenario.

Chapter 1
Levis

1.1 Introduction
Established in 1853 by Bavarian outsider Levi Strauss, Levi Strauss and Co
(LS&Co) is one of the world's biggest brand-name apparel marketers with
deals in more than 100 nations and distribution from more than 500

contractual workers around the world. The organization outlines produces

and markets clothing for men, ladies and youngsters, including pants and
pants related jeans, easygoing and dress slacks, shirts, coats, skirts and
related frill.
Headquartered in San Francisco, California, LS&Co utilizes around 13,000
individuals in more than 40 nations and owns and operates 21 production
and finishing facilities, 20 distribution or customer service centers, and
numerous sales and marketing offices. Today, the Levi's trademark is one of
the most perceived on the planet and is enlisted in more than 160 nations. In
spite of its gleaming legacy, the organization's money related execution is
not exactly stellar, a slide that started in 1996. Levi's executives credit the
downturn to being ignorant of buyer needs, depending on its legacy,
wasteful coordination, local creation, poor associations with retailers and a
decrease in retail chain business Levi's essential channel.
Levi's has been doing combating to invert its circumstance with a noteworthy
5-year business
turnaround, "The Great Levi Strauss and Co Turnaround." Since his contract,
he's established various significant changes intended to move forward
associations with retailers and increment edges, for example, overhauling
stock frameworks, shutting residential industrial facilities for abroad
sourcing, redoing its official drive and cutting expenses. Levi's business this
financial year will rise 2 to 5 for every penny above a year ago $4.14 billion,
guess Levi's administrators, down from $7.1 billion in 1996 when its incomes
topped, by.
In spite of closure the last two fourth of financial 2002 with solid deals, the
organization finished the year with its 6th straight yearly deals decay and a
soak slide in benefits.

1.2 Brand Promise

The Levis brand promise has always
been about delivering clothing that
allows customers to pursue their
passions. It wants its customers to feel
free and go explore the world. It
believes that after wearing a piece if
Levis a person will feel confident and
motivated to go forth with their
dreams.
By consistently using recordings of popular music ranging from traditional
pop and punk rock throughout its commercials, Levis was able to portray a
truly differentiated brand image for its brand that has highlighted its
signature authentic, quality driven yet modern brand personality. This has in

turn created a lot of emotional connection with its existing and potential
target markets, thus leading to strong brand loyalty throughout the years.

1.3 Brand Elements

1.3.1 Brand Name
Levi Strauss, the inventor of the classic
American garment, was born in Buttenheim,
Bavaria on February 26, 1829 to Hirsch Strauss
and his second wife, Rebecca Haas Strauss. Levi
had three older brothers and three older sisters.
Two years after his father succumbed to
tuberculosis in 1846, Levi and his sisters emigrated to New York, where they
were met by his two older brothers who owned a NYC-based wholesale dry
goods business called J. Strauss Brother & Co. Levi soon began to learn the
trade himself. He established a wholesale dry goods business under his own
name and served as the West Coast
representative of the familys New York
firm. Levi eventually renamed his company
Levi Strauss & Co.

1.3.2 Copper Rivets

Jacob Davis, a tailor in Reno, Nevada, was
one of Levi Strauss' standard clients. In
1872, he composed a letter to Strauss
about his strategy for making work pants with metal bolts on the stress
pointsat the sides of the pockets and the base of the catch flyto make
them more grounded. As Davis didn't have the cash for the fundamental
printed material, he proposed that Strauss give the assets and that the two
men get the patent together. Strauss agreed enthusiastically, and the patent
for "Development in Fastening Pocket-Openings"the advancement that
would create pants as we are aware of themwas granted to both men on
May 20, 1873. On this day in 1873, San Francisco specialist Levi Strauss and
Reno, Nevada, tailor Jacob Davis were given a patent to make work pants
strengthened with copper rivets, denoting the introduction of one of the
world's most acclaimed pieces of clothing: Levis.
1.3.3 The Arcuate Design

10

The iconic stitching on the back pockets of Levis jeans is called the
Arcuate Design because of its arc formation.
One of the most globally recognizable design
details on a pair of Levis jeans, the
Arcuate Design was used on the earliest
waist overalls, the original name for our blue
jeans that were patented in 1873.
1.3.4 Leather Patch:
Recognize the animals above? Theyve been
part of the Levis brand since 1886. Levis,
a company that prides itself on both heritage and innovation, wanted to tell
its story as vividly and compellingly as possible. And for us, the Two Horse
logo does just that.
In 1873, Jacob Davis and company founder Levi Strauss invented the first
blue jeans using their patented process of securing clothing at points of
strain with rivets. As a result, a strong jeans was created that could stand up
to the hard work thrown at the miners and other hard-working individuals of
the time. Levi Strauss & Co. knew the patent would expire in 1890, so they
needed to quickly make sure consumers understood how good and strong
the companys jeans were. It is when the image of two horses each pulling
in the opposite direction on the same pair of jeans, trying in vain to tear
them apart, was created. The image of the two horses was
taken for consumers to grasp the concept of strength quickly.
But that was not the only reason behind it. Not all of our
consumers of Levis spoke English as their first language.
Also, not everyone in the remote West was literate. Therefore,
a memorable image of two horses was used to guide them.
The consumers could walk into their local general store and ask for those
pants with the two horses, and they would get a pair of Levis jeans. In
fact, the product was called The Two Horse Brand until 1928, when the
company adopted its Levis trademark.

1.3.5 Red Tab

The
Red
Tab
was
created
to
differentiate Levis overalls from the
many competitors in the marketplace
who were using dark denim and an

11

arcuate stitch. The red Tab was first placed onto the right back pocket of the
overalls. The word Levis is stitched in white in all capital letters on one side
only.
1.3.6 The Batwing Logo
The Batwing logo, which mirrors the
Arcuate Design stitching on the pockets of
Levis jeans, has become synonymous
with Levis authenticity and quality.

1.4 Brand Archetype

A brand archetype is a genre you assign to your brand. Archetypes convey a
meaning to the customer that connects them better to the brand. They are
used to create a differentiation between various brands in the same
category. Thus making it easier for a customer to identify different brands.
Archetypes give a power to the brands to define their personal style. There
are 12 types of archetypes for a brand to relate to. Levis is identified as
Explorer archetype. An Explorer organization, like Levis, values individuality,
independence, self-actualization, new experiences, growth, and change.
These are often the scouts of new ideas.

1.5 Data Analysis

A primary research was conducted to study the relationship that Levis share
with its customers. The data interpretation was used to form the brand
identity prism for Levis. Each question represents an element of the brand
identity prism. The analysis is as follows-

12

1.6 Brand Identity Prism

13

Brand identity prism help in positioning the brand and designing effective
marketing strategies related to brands identity. For any brand to succeed, it
needs to present a coherent image in the minds of the consumer.

Physique refers to the tangible elements of the brand. The physical

characteristics create some specific images, ideas and emotions among the
consumers. It includes logo, packaging, product features. For Levis, the
tangible elements are its logo, denims and arcuate design.
Personality stands for the character of the brand i.e. if the brand was a
person, what would be its behavior. Casual, free, Authentic and Young are
characteristics which define Levis as a person.
Culture of the brand establishes link between brand organizations. Culture
takes a holistic view of the organization, its origins and the values it stands
for. Due to American origin, Levis appeals to American values.
Relationship is a link between the brand and the customer. Levis is like a
friend to its customers. Its customers trust the brand for their authenticity.
Reflection refers to consumer mindset and what a consumer perceives
about the brand. When thinking in terms of reflection, consumers relate Levis
as trendsetter brand which is suitable for everyone.

14

Self-image refers to a mirror which shows how the consumer wants to be

seen. A Levis customer will think that others think he is confident, trendy,
adventurous and unique.

1.7 Brand Guidelines

1.7.1 Branding

PMS 187 C
C: 0
M: 100
Y: 79
K: 20

C: 0
M: 0
Y: 0
K: 0

1.7.2 Donts for the logo

Do not place the primary brand color at the back

Do not make a pattern with the brand marks
Do not use a tint of the primary brand color

Do not crop the brand marks

15

R: 196
G: 18
B: 48

R: 35
G: 31
B: 32

Do not overlay brand marks

Do not change the color of the brand logo

1.7.3 Branding Applications

The red batwing logo can be run over solid color or imagery. When done so the
Levis lettering and mark must be knocked out as seen below

TYPE STYLE:
HEADLINE

INTERSTATE
BOLD_(UPPERCASE ONLY)

TYPE STYLE: BODY

COPY

TRADE GOTHIC BOLD

CONDENSED 20 (UPPERCASE
ONLY)

16

Chapter 2
Jeep

2.1 Introduction
17

For 75 years the Jeep brand has been indelibly linked to freedom,
adventure, authenticity and passion. The brands unwavering commitment to
strength and meaningful engineering has helped forge an extraordinary,
uncommon bond between the vehicles and their owners. Their core values
are embodied in every Jeep vehicles DNA. Jeep vehicle owners have long
known that Go Anywhere. Do Anything. is a way of life, not just a slogan.
The Jeep badge stands for more than a brand. In truth, its a badge of honor.
Wrangler Unlimited opened up the world of capability to people who needed
the room and utility of four doors. In 2006, Compass and Patriot were the
first Jeep vehicles to reach into the small cross-utility segment.
An All-New redesigned 2011 Grand Cherokee was launched to rave reviews
and refreshed in 2013 with many new styling cues and a new 3.0L EcoDiesel
engine. The All-New 2014 Cherokee replaced the Liberty, promising to
redefine the midsize segment. And in 2015, the Jeep brand entered the small
SUV market with the Renegade, once again bringing capability and Jeep
brand style to a whole new market.

2.2 Brand History

The first Jeep vehicle was born out of need, and hand-built in only seven
weeks with loads of diligent work
and virtuoso. Since World War I, the
U.S. Armed force had been
searching for a quick, lightweight
off-road observation vehicle. In mid
1940, the need became a necessity
as the Axis powers scored triumphs
in Europe and Northern Africa and
the need to quickly build up this
vehicle turned out to be more earnest. The Army put out a call to car makers
requesting a running model for such a vehicle in only 49 days.
The history of jeep began with World War II, no other motor vehicle has ever
inspired the kind of respect and affection accorded the World War II jeep.
There were many advantages to the jeep. Being small and compact, it could
be transported to battle areas by plane or glider, dropped by parachute, or
floated across a river.
The Jeep also served as an ambulance on the battlefield. Born in the heat of
battle, the Go-Anywhere, Do-Anything Jeep 4x4 emerged a hero to
18

thousands of Allied soldiers around the world. The All-New Jeep Wrangler
represented unparalleled refinement and innovation. Prestige and
individuality ruled the day. The Jeep brand line-up grew to include 14 models
- for work, play, recreation and luxuriously capable transportation. The AllNew Jeep Cherokee (XJ) helped revolutionize the 4x4 market.
The All-New 1993 Jeep Grand Cherokee (ZJ) set a new industry benchmark
thanks to its unique balance of on- and off-road capability. The super-capable
Wrangler (TJ) with its new coil suspension was introduced in 1997. In 1999,
the new Grand Cherokee (WJ) was marketed as the most capable SUV ever.
Sales soared to 629K units for the decade.

2.3 Brand Promise

Provide vehicles that support a lifestyle of boundless freedom, responsible
adventure and are reliable, safe, fun and environmentally friendly.

2.4 Brand Elements

2.4.1 Logo
The Jeep logo shows a car bonnet surrounded by two
rounded figures located on both sides of the bonnet
symbolizing headlights of the vehicle. The badge
actually uses classic Helvetica Bold typeface. At the
same time green vertical lines can also be found
here. They are used to typify grills located between the headlights. As a rule
the word Jeep is located above the grill and car bonnet on the dark-green
background. The most aspiring fact about the Jeep logo is that it has never
been spotted on cars. The cars only comprise of the words Jeep. The logo is
majorly used for promotion and marketing purposes.
The name Jeep itself is nostalgic as it reminds people of the tough, powerful
machine that facilitated the courageous soldiers during the war and post war.
The dark green color in the Jeep logo represents uniqueness, originality,
prosperity and growth, whereas the white color stands for the charm and
elegance of this iconic brand. The Jeep logo features the classic Helvetica
typeface.

2.4.2 Tagline

19

Jeep shows the possibility of taking the people to places that could have
never been imagined otherwise. Crossing the most outrageous terrains and
moving with so much power, takes them to new heights of excitement and
fun. Each turn and motion of the mighty vehicle leads to an adrenaline rush,
taking them to places that have never been explored before, helping to
create the greatest times if their lives, that is only possible through the
different sub-brands namely Wrangler, Commander and son, that is, the lineup of the Master Brand- Jeep. Thus
the apt tag line, There is only
one

2.5 Brand Archetype

Dont fence me in The
Explorer
Explorer
organizations
attract
people that want adventure,
freedom and the chance to learn
and grow. These people dont
mind risk and cant stand being
bored. Personal explorers like
being
independent
and
fear
pressures to conform. Curiosity
drives the Explorer. They believe that we all should have the freedom to
discover who we are through adventure and exploration.
The Explorer/Seeker/Wanderer leaves the known to discover and explore the
unknown. This inner rugged individual braves loneliness and isolation to seek
out new paths. Jeep leaves the known places, seeks unknown paths and
territories to climb to the top and reach new destinations. Jeep, being The
Explorer is on the lower semi-circle on the right hand side. Jeep focuses more
on what is possible to make rather than what customers think they need or
want, and brings about more change. Jeep Cherokee had a great spot
focused around the idea and hashtag #stayrestless. The advertisement
featured fantastic storytelling and beautiful imager with a classic Explorer
brand archetype message.

2.6 Data Analysis

A primary research was conducted to study the relationship that Levis share
with its customers. The data interpretation was used to form the brand
20

identity prism for Levis. Each question

represents an element of the brand
identity prism. The analysis is as
follows-

21

2.7 Brand Identity Prism

Physique- For Jeep, the tangible elements are its logo and the tagline.
Personality- Masculine, Tough and Rebellious are characteristics which
define Jeep as a person.
Culture- Due to American origin, Jeep appeals to American values. Jeep is
visibly American, a brand that tells the story of the American soldiers during
the World War II
Relationship- Jeep is like a reliable best friend to its customers. The brand
shares a special bond with its customers and every jeep owner is a Jeep
loyalists. When planning an outing, a friend with outdoorsy interests like is
preferred.
Reflection- When thinking in terms of reflection for Jeep, consumers relate
to exclusiveness and adventures attributes.

22

Self-image A Jeep owner will think that others think he is strong- willed,
daring and passionate.

2.8 Brand Guidelines

2.8.1 Jeep Brand Mark

The Jeep brand mark is a specially designed and distinctive graphic image.
Any alteration weakens its impact and value; modifications to its style,
proportions and letterforms are not permitted. The brand mark must be used
correctly, in its original form, and only authorized digital artwork may be
used for reproduction. The Jeep brand mark consists of the Jeep logotype
and the registration mark as one unit. The is an integral part of the Jeep
brand
mark
design
and
may not
be
altered
or
deleted.
The
trademark registration symbol must appear with the Jeep brand mark in
every application.

2.8.2 Area of Isolation

No extraneous elements such as text, photographs, graphic images, or the
outside edge of the brand marks display surface may encroach within the
area of isolation. The area of isolation preserves the legibility and visual
impact of the brand mark. The area of isolation or free space for the Jeep
brand mark is equal to the height of the J in the Jeep brand logo as
illustrated.

2.8.3 Brand Mark Rules of Use

Brand Mark Rules of Use The Jeep brand mark is not to
be combined with another graphic element, e.g., text,
illustration or logotype. The Jeep logotype may not be
used in headlines or text. Recognition of the Jeep brands

23

company origin may be accomplished through use of a statement or tag line such
as A Brand of Chrysler Group LLC. This statement is positioned in a manner which
does not interfere with the central brand message. The Jeep brand mark must be
used in its original form and without modification.

2.8.4 Brand Artwork

The integrity and effectiveness of the Jeep
brand is dependent on its correct and
consistent use. To assure quality reproduction,
the Jeep brand mark may not be reproduced
smaller than 13mm in width. To maintain brand
mark integrity, output of digital art should be at
the highest resolution possible. The Jeep brand
mark may be embossed or engraved when it is
appropriate to the communication and the
highest standard of quality reproduction can be
achieved. The minimum size of an embossed or
2.8.5 Brand
engraved
brand Mark
mark isColours
13mm.

24

Approved variations
of the reversed Jeep
Mark

25

Color

Reproduction

The preferred print reproduction of the Jeep brand mark is with Jeep Green
PMS 574 and Jeep Black (process black). Use 574c when printing on coated
stock and 5747u when printing on uncoated stock.
One Color Reproduction
When restricted to one color reproduction, the preferred colors are Jeep
Green or Jeep Black. The brand mark may also be reproduced in silver
metallic.
Reverse Reproduction
The brand mark may appear in reverse on Jeep Green or Jeep Black
backgrounds.

26

Chapter 3
Levis For Jeep

3.1 Introduction

27

Trekking at high altitudes can be grueling. At 17,000 ft above sea level, the
temperature can plummet from 20 degrees Celsius to minus-20 within hours.
Winds lash above 150 kmph, straining every effort to stay the course. And on
the frozen Chadar lake in Leh, an ice-break means a plunge into biting-cold
water and the onset of pneumonia within minutes.
Under such treacherous conditions, besides providence, trekkers and
climbers put their faith in their gear. Can the jacket keep one warm when the
air around freezes? Is the shoes grip firm enough to clamber up a boulder
without slipping? Is there any danger of the backpacks zipper getting stuck?
Levis & Jeep viewed these life-saving questions as market opportunity. Levis
for Jeep is a premium adventure gear brand which is produced by
amalgamation of Jeeps Durability and Levis design element. The brand is
built on love for the outdoors and the desire to enable all types of
exploration, from your backyard to the Himalayas. The adventure gear
industry is a new industry and has high level of customer loyalty.

3.2 Brand Promise

The brand promises to Provide durable travel gear that makes you explore
the unexplored with passion, reliability & Style. Levis for Jeep will maintain
an unwavering commitment to pushing the limits of innovation and design,
so that you can push your limits outdoors.

3.3 Brand Elements

3.3.1 Brand Logo

28

The logo depicts collaboration between the two outdoor-oriented lifestyle

brand Levis and Jeep. The logo makes it clearly focuses more on Jeep as the
product range is targeted at Jeep owners and Jeep aspirants. Levis
collaborates with Jeep to produce adventure gear which has the reliability
and durability of Jeep and the design element by Levis. The product is
targeted at people who want to explore the places with reliable and stylish
adventure gear. Such people are inspired by their day to day fashion lifestyle
and are style conscious people even when they are out exploring dangerous
and unexplored places.

3.3.2 Brand Tagline

The gear plays an important role in
enhancing performance. There has to be
trust that the tent you are using, or the
rope you are holding onto, doesnt give
away under tough conditions.

3.4 Brand Archetype

Levis for Jeep is born out of the
amalgamation of two explorer brands-Levis and Jeep. Therefore, the
archetype of the new brand is also Explorer. They are independent,
ambitious, daring, curious, and above all, free. Free to explore the world,
blaze trails, and travel. This drive excites and challenges them. They like to
experiment in their quest to be true to their soul, often searching for
meaning
while
seeking
greener
pastures.
They have a deep desire for wholeness which is most fulfilled by seeking new
approaches and perspectives.

3.5 Segmentation,
Targeting, Positioning
3.5.1 Segmentation
Segmentation refers to dividing the
market into distinct groups with distinct needs, characteristics, or behavior
who might require separate products or marketing mixes. In many marketing
situations, the company would segment its market partially based on
whether the individuals are married and whether they have kids. However, in

29

the outdoor recreation industry, marital status and kids at home seem to
have little effect on outdoor recreation.
Levis for Jeep segments its
consumers on following basisDemographics- 20-34, 35-49, upper middle (Rs. 120000-Rs. 160000) and
high (Rs. 160000+)
Geographic- Metropolitan cities
Lifestyle- Outdoor-oriented
Behavior- Performance oriented, active and adventurous

3.5.2 Targeting
Targeting consists of a set of buyers who share common needs or
characteristics that the company decides to serve. Levis for Jeep targets
Men and women who are serious adventure enthusiasts and active explorers
and are inspired by their daily fashion style.

3.5.3 Positioning
Positioning refers to the place that the product occupies in a consumers mind
in comparison to its competing products. It involves implanting unique
consumer benefits and product features in the consumers mind. Levis for
Jeep will position itself as- Stylish Gear for every extreme outdoor condition.

3.6 Brand Identity Prism

30

Physique- The tangible elements of Levis for Jeep are its logo and the
tagline.
Personality- Masculine, Strong, Adventurous
characteristics which define Jeep as a person.

and

Free

Spirited

are

Culture- The two parent brands have American origin. Therefore Levis for
Jeep appeals to American values. It is based on the values of American
creativity and freedom.
Relationship- Levis for Jeep will be a care-taker for its customers. Whenever
you are busy exploring the world, Levis for jeep will always be there for you,
it has always got your back. It is like a dependable and reliable friend.
Reflection- When thinking in terms of reflection for Jeep, consumers relate
to exclusiveness and bold attitudes. With Levis for Jeep, you can never give
up. It gives you the strength to face any challenge boldly.
Self-image A Levis for Jeep customer will think that others think he is
reliable, passionate and has an individualistic style.

3.7 Brand Guidelines

3.7.1 Brand Colour
The colour palette used by Levis for Jeep is quite simple and
uncluttered. The palette is made up of four colours-red
symbolizing Levis and green symbolizing Jeep.
31

3.7.2 Brand Artwork

The brand mark may not be reproduced smaller than 13mm in width. To
maintain brand mark integrity, output of digital art should be at the highest
resolution possible. The brand mark may be embossed or engraved when it
is appropriate to the communication and the highest standard of quality
reproduction can be achieved. The minimum size of an embossed or
engraved brand mark is 13mm.

3.7.3 Area of isolation

The area of isolation preserves the

legibility and visual impact of the brand
mark. The area of isolation is equal to
the height of the J in the Jeep brand
logotype
3.7.4 Donts of the logo
Brand Mark Rules of Use of the brand mark is not to be combined with
another graphic element, e.g., text, illustration or logotype. The logotype

32

may not be used in headlines or text. The Jeep brand mark must be used in
its original form and without modification.

3.8 Products
The objective is to provide the best experience for their customer - to deliver
what they expect from their purchase and develop brand loyalty. Levis for
Jeep delivers an extensive line of performance apparel, equipment, and
footwear. Our products are lightweight, compact, sturdy, and multi-seasonal.
The brand provides product range for

Mountaineering Gear
Snowboarding Gear
Trekking Gear
Hiking Gear

The brand will keep researching and developing new technology to be more
effective for the consumer - to fit their needs better. The brands distribution
objectives are to provide products to consumers who will use and value their
products. The company is not looking to flood the market with their

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products, to have sales quotas, or to beat out all their competition. Rather, it
is to coexists with their competition, and attract customers with brand
reputation and loyalty.

3.9 Competitor Analysis

3.10 Marketing Objective

Levis for Jeeps marketing will focus on giving Jeep owners and prospects for
Jeep cars something more to connect with the brand. This will in return not
only increase loyalty for the brand Jeep but also focus on promoting sales of
Levis products.
Another latent objective of such marketing would be to encourage the youth
to participate more in outdoor sports contrary to the procrastinating nature
the youth is gradually moving towards.

3.11 Marketing Communication Challenge

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Levis is a fashion brand while Jeep is a premium brand. This collaboration

might hamper the image of Jeep if the marketing communication is not
decoded by the customers correctly. The brand name might mislead the
customers and make them think that Levis is making denim for Jeep.

3.12 Marketing Strategy

Levis for Jeep will aim their products directly at their target market. The
brand will place emphasis on innovative technology in their marketing and
only showcases products on their website and catalogs. The brand will be
launched at an event wherein people can try the product range and place
pre-orders. The brands strategy would be to go beyond and above
customers expectations. The invites for the event will be sent to Jeep owners
and Jeep aspirants. This will be done to create an emotional connection with
these consumers and to make them potential buyers of the brand. The
product will be further marketed on social media platforms though engaging
customer activities.

3.13 Posters

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3.14 Store Layout

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3.15 Info graphics

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Referencing

Gianatasio, D ( 2014) Levi's Is Looking to Keep Things Light With Fun-Focused

New Ad Campaign CMO says too many fashion brands are overly serious .
Available on: http://www.adweek.com/adfreak/levis-looking-keep-things-light-funfocused-new-ad-campaign-158711 [Accessed in: Sep 2016)
Ingersoil, J (2015). The Explorer Archetype [ONLINE] Available on:
http://www.allegorystudios.com/2015/01/explorer-archetype/ [Accessed in Sep.
2016]
Millon, A. (2015). 16 Facts every jeep lover should know. Available on:
https://www.thrillist.com/cars/things-you-didn-t-know-about-jeep-facts-historyand-trivia-about-the-original-4x4-company [Accessed in: Oct 2016]
Mullane,
J.D.
(2011).
Its
a
Jeep
thing.
Available
on:
http://www.phillyburbs.com/news/local/burlington_county_times_news/it-s-a-jeepthing/article_d1895395-b66d-579d-9860-7d1eb615d209.html [Accessed in oct
2016)
Schoenherr, M (2013). Branding 101: 12 Brand Archetypes Available on:
http://www.noomii.com/articles/4072-branding-101-12-brand-archetypes
[Accessed in: Oct. 2016]
Steinmetz, M (2014). Brand Identity: Defining Your Archetype. Available on:
http://sautecreative.com/brand-identity-defining-archetype/ [Accessed in: Sep
2016]
Wolffmann, E. (2014) 12 things you didnt know about Levis. Available on:
https://www.thrillist.com/gear/things-you-didn-t-know-about-levi-s-interestingfacts-about-american-denim-supercompressor-com [Accessed in : Sep 2016)

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Annexure
1. Levis Survey Form

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2. Jeep Survey Form

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