All told, Levi’s marketing approach epitomizes a slogan that is becoming popular among companies around the world: Think globally, act locally. Levi’s has deftly capitalized on the Levi’s has deftly capitalized on the Levi’s name abroad by marketing is as an enshrined piece of Americana, and foreign consumers have responded by paying top dollar for the product. An Indonesian commercial shows Levi’s –clad teenagers cruising around Dubuque, lowa, in 1960s convertibles. In Japan, James Dean serves as a centerpiece in virtually all Levi’s advertising. Overseas, Levi’s products have been positioned as an upscale product, which has meant highly satisfactory profit margins. To protect the image, Levi’s has avoided the use of mass merchants and discounters in its distribution efforts