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Essay text:
The #1 apparel brand for brand awareness and recognition, “Levi’s” is virtually synonymous with “jeans.” In the past several years however this strong brand recognition has failed to translate into sales growth and in fact the company has seen a progressive decline over the last 5 years.
Faced with the declining sales, Levi Strauss & Co.’s CEO, Phil Marineau, has been considering selling a Levi’s brand to mass discount retailer, Wal-Mart. Bad idea. Clearly this would be brand suicide or, brandicide if you will, sacrificing long-term survival for short-term growth. Levi’s should instead put an end to its brand’s dilution and concentrate its target on trend-setting members of Generation Y by positioning itself as an ultra cool brand with a social conscience...
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