Phase 1, JOCKEY
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This document provides a history of Jockey brand underwear from its founding in 1876 to present day. It operates in over 120 countries. The authors conducted research on Jockey's brand image using two models: 1) BAV method, a quantitative questionnaire with 30 respondents, to measure brand strength in differentiation, relevance, esteem and knowledge. 2) Laddering method, qualitative interviews with 5 respondents, to understand brand identity. Key findings from BAV were Jockey scored highest on attributes like fabric and style. It was seen as the leader in its category. Laddering found respondents preferred Jockey for its fashionable and trendy image that boosted self-esteem. The research aimed to analyze Jockey's brand image and
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