Managing football brands through different stages of the lifecycle

Abstract

All brands evolve throughout their lifecycle. Even the most successful brands, such as Levi 501, experience highs and lows. For example, the Levi brand of jeans began to differentiate itself in the 1870s with a double line of stitching on the pockets, and the styles of its riveted jeans and leather badge were patented in the 1880s. The brand grew to great strength through the 1950s, but then suffered a decline in fortunes in the 1960s and 1970s, when jeans “became politicized through student protests” (Babson nd). The company briefly shifted its attention to products other than denim jeans, such as polyester suits, but in the 1980s built the Levi 501 brand to be a leading global brand. Since this time, the fortunes of Levi 501 have fluctuated with shifts in fashion preference among its youth market.