There are a masses of fashion brands in the marketplace, particularly in the jeans market, nevertheless none achieve the iconic status and mark salience as Levi’s. The robust and unique image of the Levi’s brand permits them to not only be the most recognized but command the jeans market from markedly more big-ticket competitors. Levi’s can be noted in the same breath as Diesel, Ralph Lauren, Calvin Klein and Evisu, and in certain parts of the world they are viewed a luxury brand; in southern Europe and parts of Asia and South America they are regularly preferred to designer tags.