Image is Everything when it comes to Marketing
An organization should never underestimate the value of its Image by consumers. Image is the way the public perceives the company or its product and the quality of services received. Having a respectable image, not only will attract prospective customers but it also will retain loyal ones thus being able to have a competitive advantage over competitors.
Take for example Levi, when one reads or hear of the name Levi first thing that comes to ones mine is jeans of good quality. Apparently the jeans market in the UK is very diverse in an article entitled "Levi's crafts its image" Andrea Moore, Levi's marketing director stated that "the jeans market in the UK is increasingly diverse and there are many consumers who want to buy premium-quality products from brands they trust and their intention is to inspire them into choosing Levi's,'.
The marketing director also stated that "Craftsmanship has always been an inherent part of what the Levi's brand stands for. It evolved into craftwork because we recognize that our target consumers are working on innovative, creative projects, either to satisfy a passion, professionally, or both. We want to find ways to tell their stories and commission them to tell ours too."
In reshaping its image Levi wants to establish the products character and value proposition along with delivering emotional power beyond mental image which would apply to them telling the stories of their consumers and in turn consumers will tell their story by wearing Levi jeans.