Levi's is a leading apparel company whose branding strategy has recently shifted from just relying on being one of America's oldest and most-trusted jean manufacturers to being viewed as a leading corporation. With innovative products that incorporate their denim duds, such as denim netbooks, the Levi's brand is breaking through the clutter and frequenting the consumer's mind.

Levi's has also moved towards selling products that are considered collectible for those consumers who have a strong brand preference for the denim company. From denim dogs to canned jeans, Levi's branding has become innovative. Additionally, publicity stunts such as their portable closets and corporate social responsibility has made Levi's more popular than ever.