Marketing Director at Levi Strauss Canada must decide the fate of GWG brand, fell a giant in the Canadian market jeans. In the past three years, GWG has been licensed for a small manufacturer who has not fulfilled the requirements of the license agreement. Though the director wants to use some of the hidden brand equity in GWG, Levi and Dockers brands in the first place, and it can not divert marketing dollars to revive the brand. In addition, it must be careful to manage their small but powerful portfolio of brands in the five main channels without crushing has reduced the volume of brand Levi. "Hide
by Michael R. Pearce, Ken, Mark, Jordan Mitchell Source: Richard Ivey School of Business Foundation 17 pages. Publication Date: April 28, 2004. Prod. # 904A07-PDF-ENG
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