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Research papers

Even better than the real thing

The definition of 'brand authenticity' is dominated by components such as: origin, history and heritage of a brand. Levi Strauss & Co., the inventor of denim jeans, was interested in updating their view on authenticity in the current postmodern...

Catalogue: Qualitative 2009: The Evolving Human
Authors: Dirk van Kemseke, Tom De Ruyck
Companies: InSites Consulting, Levi Strauss & Co.
November 19, 2009
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Citation

van Kemseke and De Ruyck (2009a, November 19). Even better than the real thing. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/even-better-than-the-real-thing


Research papers

Complacency kills

This paper looks at the role of forward-looking trend research and analysis in helping to protect the cool equity and youth credibility of the Levi’s ® brand. From the start point of qualitative research, it examines the importance of...

Catalogue: Seminar 1997: How To Be Number One In The Youth Market
Authors: Kirsty Fuller, Flemming From Thygesen
Companies: Flamingo, Levi Strauss & Co.
October 22, 1997
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Citation

Fuller and From Thygesen (1997a, October 22). Complacency kills. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/complacency-kills


Research papers

Breaking free from the testing mentality

Attending seminars and conferences on 'European' advertising and brands, Levi's is often quoted as an example of how pan-European marketing campaigns can work across Europe. The objective of this paper is to provide a brief insight into the way in...

Catalogue: Seminar 1994: Building Successful Brands
Authors: Kirsty Fuller, Martin Rippon
Companies: RDSi, Levi Strauss & Co.
June 15, 1994
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Citation

Fuller and Rippon (1994a, June 15). Breaking free from the testing mentality. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/breaking-free-from-the-testing-mentality


Research papers

Management perspective in long range planning

I would like to address my remarks today to the evolution of long-range planning within Levi Strauss International, how we've increased our focus on strategic planning and the role that marketing research has played in the process. We all have our...

Catalogue: AMA/JMRA/JMA/ESOMAR Conference 1983: Strategic Planning
Author: Thomas Tusher
Company: Levi Strauss & Co.
June 15, 1983
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Citation

Tusher, T. (1983a, June 15). Management perspective in long range planning. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/management-perspective-in-long-range-planning