In the 1960s, young people who could wore Levi's jeans. The children of this group refused to wear the jeans because it was what their parents had worn. Levi is trying to recapture the favored position it had in the 1960s through the development of a new line of jeans that were introduced to the public during the 2003 Super Bowl. The strategy Levi is using calls for its promotion to create _____ utility.

Question

Quizplus · Accepted Answer

Levi's strategy aims to enhance the brand's appeal or image in the minds of consumers by introducing a new line of jeans and promoting them in a high-profile event like the Super Bowl. This approach is focused on creating image utility, which is about improving the perceived value of a product through branding and marketing efforts, rather than altering its physical form, changing its location, or making it available at a different time.

In the 1960s, Young People Who Could Wore Levi's Jeans