Question

The Module 6 assignment includes viewing the video, Tedx Talks (2014): How to enhance and expand a global brand, which includes James Curleigh. James Curleigh is the President of the Levi’s brand, where he manages the brand’s strategic direction and execution. Please access the video below where James Curleigh shares his experience shepherding a brand beyond its original incarnation, helping Levi's claim not just market but closet share. In a 2-3 page assignment response, please include your opinion of the video. Make sure to describe what it means that a brand lives beyond the products graced with its logo and contrast and compare it with other brands of your choice.

Answer 1

In the video James Curleigh tries to explain the factors that act as a building block for transforming and developing the product into a universal brand. He has been an inspirational and charismatic brand leader who has made it successful to not only develop Levi's as a universal influencer but also positioned the product in the minds of customers.

James in the video speaks about the factors that played an integral role in turning Levi's into a reputed and well recognised brand.

I think that his idea and choice of using innovation and upgrading to technology inorder to produce latest trendy products has worjed for him and has been an underlying reason of why Levi's is a recognised brand today.

His way of thinking , his priorities and his outlook reflects his concern about the dynamic environment and changing customer preferences. He has always been researching and evaluating about what customers preferences are and how it changes over a period of time inorder to be accordingly adaptive and vulnerable enough to introduce frequent changes in design or norm to satisfy the customers.

James seems to be confident about whatever decisions he has made for the brand throughout his association with the brand and why not to have as all his decision have worked for the company and played an integral role in success of the brand.

His belief about building a strong brand and delivering effective results to the market has been not only his priority but a passion , which made him think out of box and work 24/7 to realise his dream of making Levi's an international brand of global influence.

James has been very dedicated and diligent for transforming his idea of turning Levi's into a globalized brand through managing the brand's strategic direction and execution.

In the video he has provided with certain creative and mind boggling ideas to develop and enhance the reach and positioning of Levi's in the minds of customers both old and new , which currently no other brand builder could even think about.

He has embodied the values , norms and corporate culture of Levi's in his strategic management concepts for producing desired outputs.

By making a statement that " A brand lives beyond the products graced with its logo" he tries to insinuate that when a well established brand positions in the minds of the customers with the help of logo or brand name , then that name lasts for ever in the market and creates an undying influence on preferences of customers.

A brand name does not vanishes even if the product does. It will not leave its impact created through its standard, uniqueness and reliability.

James seems to be very swift in ensuring the credibility and strong heritage of brand through identifying the various innovative methods for connecting and building effective relationship with the customers from different nations.

Thankyou

Hope i explained well and this works for you

After watching the video the most important things have been mentioned and this what i grasped, add more if you want.

Rate if satisfied.

Good luck and God bless

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