| Summary: | 碩士 === 國立臺北大學 === 企業管理學系 === 93 === With the high competition, growing income, and emphasizing on living quality, how to wear clothes has taken more and more attention. According to the characteristic of simple and hard wearing, jeans have become people’s favorite. Following this trend, many famous foreign brands and local brands of jeans have entered the market, making the competition stronger. As a result, the purpose of this study is to establish a complete brand managing structure to raise the value of brands.
From the view of marketing, brands are the most valuable assets of business. However, it’s not easy to achieve high performance of brand managing. It needs complete information of market plus analysis of brand tracing and brand equity evaluation to construct correct brand strategies.
In this study, we take six brands of jeans as our targets, including Levi`s, Edwin, Big John, Lee, Blueway, and Lee Cooper. We sent questionnaires to consumers who regard jeans as their daily clothing in each city to gather primary data. After brand market analyzing, brand tracing, and brand equity evaluation, we can construct marketing strategies to each brand. Finally, we make a proper conclusion and future advice.
From the empirical outcome, we found that Levi`s is the closest brand to ideal point and the most outstanding brand in many dimensions, making Levi`s the leading brand. Blueway and Edwin cluster together and become the challenging brands. Lee is the following brand. Big John and Lee Cooper have the longest distance from ideal point and become the niche brands. According to the emphasis of each brands and the analysis of consumer behavior, we can plan relevant brand competitive strategies, brand promoting strategies, and brand advertising strategies to each jeans company.
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