Levi Strauss Canada Holding an Ember: The GWG (R) Brand Harvard Case Solution & Analysis

Levi Strauss Canada Holding an Ember: The GWG (R) Brand Case Solution

The marketing director at Levi Strauss Canada needs to determine the fate of the GWG brand, which is a fallen giant in the Canadian jeans market. For the last three years, GWG has been licensed to a small manufacturing company, who has failed to meet the conditions in the license agreement.

Levi's and Dockers brands come first, although the manager needs to use some of the latent brand equity in GWG and she cannot divert marketing dollars toward the resurrection of the brand. Also, she must be cautious to manage her modest but strong portfolio of brands in the five primary channels without cannibalizing the already declining volumes of the Levi's brand.

PUBLICATION DATE: April 28, 2004 PRODUCT #: 904A07-HCB-ENG

This is just an excerpt. This case is about SALES & MARKETING

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