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

Authors :           Michael R. Pearce, Ken Mark, Jordan Mitchell

Source :             Ivey Publishing

Case ID :            904A07

Discipline :        Marketing

Case Length :    17 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

The director of marketing for Levi Strauss Canada needs to decide the fate of the GWG brand, a fallen giant in the Canadian jeans market. For the last three years, GWG has been licensed to a small manufacturer, who has failed to meet the requirements in the license agreement. Although the director wants to use some of the latent brand equity in GWG, Levi’s and Dockers brands come first and she cannot divert marketing dollars toward the brand’s revival. Also, 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.