Levi‐Strauss learns to listen to the consumer

Abstract

How do you turn a multi‐million dollar star brand into a shrinking business with $6 billion wiped off its value in approximately three years? Well, you can ignore the consumer for a start. As brand equity has emerged to become a business priority and marketing imperative; so too has the need to understand and manage brand associations. But, in our rush to create the next star success, we often forget to ask one crucial question: What about the consumer?

Citation

(2002), "Levi‐Strauss learns to listen to the consumer", Strategic Direction, Vol. 18 No. 10, pp. 9-12. https://doi.org/10.1108/02580540210793987