Edition 6 Reclaiming the identity of a brand

This branding case study has shown how Levi’s has used effective brand management planning to reclaim the brand and to turn around the fortunes of the company.

  1. Introduction
  2. Weaknesses in the late 1990s
  3. The brand management process
  4. Creating a new brand mission and strategy
  5. Implementing decisions
  6. Conclusion