The brand image perceived by Levi's products includes durable, affordable, casual, fashionable and adventurous. It is also confortable enough to fit into the workers everyday lives in physical and social sense.
The 501 trademark of Levi's is an original jean, the iconic fit that's cut straight through the seat, thigh and leg. Levi's 501 had become an icon and its brand name had become synonymous with jeans where people tend to associate jeans whenever they saw the Levi's logo. It had successfully been made known to millions of americans and had established its brand image in the hearts of every consumer.
As we know Levi's jeans positioning is derived from the combination of the brand's personality, values and its rational associations. Levi's personality composes of several characteristics or values with emotional associations, which are defined as Original , Masculine Sexy, Youthful, Rebellious, Authentic, American, Individual and Freedom.
The brand experience is the most important step into a product's life because customers will explore positive or negative experiences with brand purchase and use.
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