Dockers: Creating a Subbrand Report1. How would you describe Levi's branding strategy in general? Levi's is a recognizable brand all over the world. There is no person who is unable to correctly associate the Name with the product. LS&Co has managed to create something timeless, just like their classic 501 blue jeans. Even though their brand message has changed slightly over time, they have kept their core values ​​and traditions intact. Comfort, uniqueness, quality and emotional impact: these have always been the main associations with the brand. However, other features were emphasized as time went on. The initial connotations were simple: "jeans are as durable and rugged as the men who wear them." This image of a 100% man was even strengthened after the appearance of western films. Soon jeans, and thus the Levi's brand, which in people's minds became their synonym, became a symbol of freedom, adventure and independence. At this time, LS&Co executives decided to expand the brand. Even though various new cloths have been introduced in the market; The 501 jeans remained their best-selling product. The brand's new strategy, "offering products for every lifestyle", turned out to be a fiasco. Not only did it not bring the desired results, but on the contrary, this great diversification caused drops in sales. It was thus decided to return to the main product and its image. To strengthen Levi's position in the market, they have launched a new campaign that emphasizes the emotional bond between jeans and their owner. Wearing 501 means being yourself – they said. The company also took advantage of the changes that began to appear in the workplace dress code. At the time, the company emphasized 100% cotton in Levi's jeans, as "baby boomers" growing up sought natural fibers. Now the Levi's brand should be seen as “a style for every story” – once again emphasizing the emotional impact. But as we can see, despite having emphasized different characteristics in different periods of time, LS&Co has maintained core values ​​that it has imprinted in people's minds: quality, comfort, uniqueness and emotional impact.2. Analyze Dockers' communications strategy at launch. How did it fit into Levi's advertising efforts? How did it contribute to brand equity? The Dokers brand was introduced by Levi's to counter the change that was happening to blue jeans shoppers.