Levi’s®: As American As They Come

Levi Strauss & Co.
July 4, 2016

Apple pie. Baseball. Levi’s®.
Ok, maybe not necessarily in that order, but the iconic brand has become so synonymous with America that it ranks second – just behind Jeep and Disney – with consumers as one of the U.S.A.’s most patriotic brands.
The latest study from Brand Keys, a brand loyalty and emotional engagement research consultancy group, found that people favored brands with deep-seeded American roots.
“More importantly, believability and authenticity are key to emotional engagement,” Robert Passikoff, founder and president of Brand Keys, Inc., told MediaPost’s Marketing Daily. “The more engaged a consumer is with a particular emotional value and the associated brand, the more likely they’ll act positively on that belief. Where a brand can establish real emotional connections, consumers are six times more likely to believe and behave positively toward the brand.”
And what’s more authentic and American than the blue jean? Thanks to the innovation of our own Levi Strauss, who along with Jacob Davis created the first pair of jeans in the late 1800s, denim has become a staple in American culture, and that inevitably gave it a global appeal. The authenticity comes with the 143 years – and counting – of relevance.
So go ahead and celebrate Independence Day in true American style by rocking your best Levi’s look. Happy July 4th!