Benetton Group Levis Strauss & Co.

(Brand Architecture & Brand Strategy)

What is Brand Architecture?

Brand architecture is the structure of brands within an organizational entity. It is the way in which the brands within a companys portfolio are related to, and differentiated from, one another. The architecture should define the different leagues of branding within the organization; how the corporate brand and sub-brands relate to and support each other; and how the subbrands reflect or reinforce the core purpose of the corporate brand to which they belong.

Types of brand architecture

There are three key levels of branding: Corporate brand, umbrella brand, and family brand Examples include Virgin Group and Heinz. These are consumer-facing brands used across all the firm's activities, and this name is how they are known to all their stakeholders consumers, employees, shareholders, partners, suppliers and other parties. These brands may also be used in conjunction with product descriptions or sub-brands: for example Heinz Cream of Tomato Soup, or Virgin Trains. Endorsed brands, and sub-brands For example, Nestle KitKat, Cadbury Dairy Milk, Sony PlayStation or Polo by Ralph Lauren. These brands include a parent brand - which may be a corporate brand, an umbrella brand, or a family brand - as an endorsement to a sub-brand or an individual, product brand. The

endorsement should add credibility to the endorsed sub-brand in the eyes of consumers. Individual product brand For example, Procter & Gambles Pampers or Unilever's Dove. The individual brands are presented to consumers, and the parent company name is given little or no prominence. Other stakeholders, like shareholders or partners, will know the producer by its company name.

BENETTON GROUP

About Benetton:
Benetton Group is a global luxury fashion brand, based in Treviso, Italy. The name comes from the Benetton family who founded the company in 1965. Benetton Group is listed in Milan (BIT: BEN) and has a network of around 6,000 stores in 120 countries.

Their Business:
The company's core business remains their clothing lines. Casual clothing is marketed as the "United Colors of Benetton"; there are also a fashionoriented "Sisley" division, "Playlife" leisurewear. Their products include womens wear, mens wear, kids wear and underwear and they have expanded into toiletries, perfumes, and items for the home such as kitchen accessories

and baby products. The Group produces over 150 million garments every year and has a network of around 6,000 contemporary stores around the world.

Marketing:
The company is known for sponsorship of a number of sports, and for the provocative and original "United Colors" publicity campaign. The latter originated when photographer Oliviero Toscani was given carte blanche by the Benetton management. Under Toscani's direction, ads were created that contained striking images unrelated to any actual products being sold by the company.

Benettons Brand Architecture:

Undercolors of Benetton

Benetton Adult Benetton Kid Benetton Lifestyle

Benetton Group

United Colors of Benetton Sisley Playlife

About these brands: Undercolors of Benetton

This collection is for both men and women. It has Lingerie Beach Wear For each season they come up with a new collection based on a new theme.

United Colors of Benetton

The chart below would explain the complete range of products under the brand United Colors of Benetton.

UCB
Benetton Adult
Benetton Women Benetton Men Benetton Accessorie s Baby 0-1 yrs

Benetton Kid
Toddlers 1-5 Kids & Tweens 6-12 Mamma For expectin g mothers Perfumes

Benetton Lifestyle
Eyewear Travel Bags

Sisley
This is the Group's most fashion forward brand. Sisley presents elegant and seductive collections, with special attention given to the choice of design, fabrics and new shapes. Its creative artists and independent sales teams concentrate their efforts on its image and on strong-impact advertising campaigns. The brand has created the very fashionable Sisley Young line for children from 8 to 12 years old.

Playlife
Playlife is the Benetton leisurewear brand that redefines a style. With its clean and elegant collections Playlife blends an exclusive exploration of styles and allusions and a strong sense of individuality. The brands new store concept reflects the same values, highlighting their emotional content.

Branding strategy of the Benetton Group The Benetton Group followed the Product Brand Strategy in case of Sisley and Playlife. Brands like Sisley and Playlife have their own unique identity and have their unique positioning in the market. Where as for United Colors of Benetton and Undercolors of Benetton it has used the umbrella branding strategy.

Levis Strauss & Co.

Origin:
Levi Strauss was born in Buttenheim, in the Franconian region of Bavaria, Germany, to Hirsch Strauss and his wife Rebecca (Haass) Strauss. At the age of 18, Strauss, his mother and two sisters sailed for the United States to join his brothers Jonas and Louis, who had begun a wholesale dry goods business in New York City called J. Strauss Brother & Co.

About the company:

Levi Strauss & Co. Was founded by Levi Strauss in 1873, the year in which they created the worlds first blue jeans. Throughout their long history theyve inspired change in the marketplace, the workplace and the world.

The Levis Jeans:

In late 1872 Jacob Davis, a Reno, Nevada tailor, started making men's work pants with metal points of strain for greater strength. He wanted to patent the process but needed a business helper, so he turned to Levi Strauss, from whom he purchased some of his fabric. On May 20, 1873, Strauss and Davis received United States patent for using copper rivets to strengthen the pockets of denim work pants. Levi Strauss & Co. began manufacturing the

famous Levi's brand of jeans using fabric from the Amoskeag Manufacturing Company in Manchester, New Hampshire. In the second half of the twentieth century, Levi's jeans became a symbol of youth culture, being worn by revolutionaries and rock stars. They were famously photographed being worn by many of the young people who helped to dismantle the first bricks when the Berlin Wall was brought down in 1989.

Brand Architecture of Levis Strauss & Co.:

Levis Dockers Levis Strauss & Co. Levis Strauss Signature Denizen

About the Brands:

Levis
The Levis brand epitomizes classic American style and effortless cool. Since their invention by Levi Strauss in 1873, Levis jeans have become the most recognizable and imitated clothing in the world capturing the imagination and loyalty of people for generations. Today, the Levis brand portfolio continues to evolve through a relentless pioneering and innovative spirit that is unparalleled in the apparel industry. Their range of leading jeans wear and accessories are available in more than 110 countries, allowing individuals around the world to express their personal style.

Levis
Levis Strauss
Levis Curve ID

Levis Unbuttone d 510- super skinny 501-Shrink to fit

Casual clothing range

Skinny jeans range

Women
Men
Women

Jeans with new styles of buttoning

Teens

Men

Women

Dockers
The Dockers Brand has defined authentic khaki for more than 20 years. Since its introduction in 1986, the Dockers brand has been perfecting khakis and the essential goods to go with them for men and women all over the world. No compromises in quality. Just versatile and essential style. They have taken an enduring, admired brand and made it stronger. Dockers has embarked on a journey to reinvigorate the khaki category, with a new and improved Signature Khaki line and Soft Khakis collection in stores across the United States, as well as a global marketing campaign, Wear the Pants. More styles. New fits. Bold colors. And a debate about the modern

definition of masculinity that is helping to reignite the khaki category. They have taken the category we owned and reinvented it for today. Khaki is back.

Levis Signature
The Signature by Levi Strauss & Co. brand, launched in 2003, demonstrates that distinctive products, with premium fabrics and finishes, can be available to people from every walk of life. The brand offers high-quality, fashionable jeans at affordable prices to valueconscious consumers at stores like Walmart, Target and Kmart. With denim and casual wear for men, women and children, Signature by Levi Strauss & Co apparel is the ideal fit for families who know the value of quality craftsmanship and quintessential style the very things that have made Levi Strauss & Co. brands world famous for generations. The Signature by Levi Strauss & Co brand includes a collection of denim and non-denim pants, shirts, skirts and jackets for men, women and children. Superior Fit, Comfort and Style are the words emblazoned on the patch of every pair of our Signature jeans.

Denizen
Denizen was created by Levi Strauss & Co. as a global jeans brand for a new generation. 137 years after outfitting the American West with jeans that became the uniform of the pioneering spirit, Levi Strauss & Co. is outfitting the new global citizen for a bright future, supplying jeans and other essentials for an on-the-go, engaged life. Denizen means inhabitant: living in a place, living on earth, just being. Denim is in the name, the heart of the brand. And denizen has another great meaning too: the idea of someone who frequents a particular place, the idea of belonging to a community of friends and family. Denizen takes this generations motivated and forward-thinking mentality and combines it with Levi Strauss & Co.s iconic jeans-making heritage to make quality jeans that are fit for everybody.

Brand Strategy of Levis Strauss & Co.: It has a mixed branding strategy. For some of its brands it has Line Brand Strategy, e.g.- Denizen, Dockers Here they have assigned diffrent name to an entire range. While for Levis and Levis Signature it used the Range brand strategy. Here both the brands use the name name of the company Levis Strauss. And both the brands offer the same range of products but for different customer segments.