Abstract
All over the world, companies create a brand strategy and try to make it evolve to grow up. Thus, Levi Strauss & Co has managed to build its brand image of Levi's. Over a period of time, the company and its brand have developed in the world. They constantly innovate in their production and marketing level, to meet the demand and to face the challenges of the market. That is how the American company has created new brands of jeans and set up new marketing strategies. The case of Levi Strauss & Co clearly illustrates the evolution of branding a company. Today, with globalization, companies generate large-scale by multiplying the number of brands of products or services in the world. A brand is a product, service, or concept that is publicly distinguished from other products, services or concepts so that it can be easily communicated and usually marketed.
