Case ID: 9B04A007     Solution ID: 29398

Levi Strauss Canada Holding an Ember The GWG Brand Case Solution

Abstract

The chief of marketing for Levi Strauss Canada needs to choose the future destiny of the GWG mark, a fallen goliath in the Canadian jeans showcase. Throughout the previous three years, GWG had been authorized to a small maker, who has neglected to meet the prerequisites in the permit understanding. While the executive is quick to utilize a portion of the inert brand value in GWG, she realize that Levi's and Dockers brands start things out and that she can not redirect advertising dollars towards the brand's restoration. Also, she should be mindful so as to deal with her small yet effective arrangement of brands in the five primary channels without ripping apart the as of now declining volumes of the Levi's brand.


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