Abstract

This caselet deals with the branding strategies used by Madura Garments for its denim variant, SF Jeans. It discusses the initiatives taken by the company to build brand identity in the customer’s mind. The caselet gives an overview of how the company made use of an unconventional approach, through the fashion route, to differentiate itself from established brands like Lee and Levi’s.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Radical approach to branding denim
• Communicate the brand rather than the product features in promotions
• and Rebellious advertising.

Keywords

Madura Garments, SF Jeans, FishEye Creative, Wrangler, Levi’s, Denims, Post-test research, Diesel and Laser’d collection