Ivey Publishing

Product Details

Levi Strauss Canada Holding an Ember: The GWG Brand
Product Number:
9B04A007
Publication Date:
10/13/2004
Revised Date:
10/07/2009
Length:
16 pages (8 pages of text)
Product Type:
Case (Field)
Source:
Ivey
The director of marketing for Levi Strauss Canada needs to decide the future fate of the GWG brand, a fallen giant in the Canadian jeans market. For the last three years, GWG had been licensed to a small manufacturer, who has failed to meet the requirements in the license agreement. While the director is keen to use some of the latent brand equity in GWG, she know that Levi's and Dockers brands come first and that she can not divert marketing dollars towards the brand's revival. As well, she must be careful to manage her small but powerful portfolio of brands in the five main channels without cannibalizing the already declining volumes of the Levi's brand.
Issues:
Disciplines:
Marketing
Industries:
Manufacturing
Setting:
Canada, Large, 2002
Intended Audience:
Undergraduate/MBA
Price:
$5.30 CAD / $5.00 USD Printed Copy
$4.50 CAD / $4.25 USD Permissions
$4.50 CAD / $4.25 USD Digital Download
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