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Topic : Brand Cannibalization
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Marketing & Branding

 

Has the brand 'Denizen' affected the brand value of 'Levi's' ?

Created by : Joe Antony, Retail Sales and Marketing, JSW Steel Limited  | 11 17 2010 07:49:59 +0000
Keywords : has the brand 'denizen' affected the brand value of 'levi's' ?
Activity:  857 views;  last activity : 12 01 2010 12:49:21 +0000
 
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Better brand awareness yes but at the cost of brand value. The end result is confused brand positioning.
By Joe Antony, Retail Sales and Marketing, JSW Steel Limited  11 18 2010 10:52:49 +0000
 
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No I don't think so. Even denizen is good. It has been segmented for the low range price group. The main intention should be to reach out to common man. This will increase the value of levi's. Better positioning, better brand awareness.     
By Sheetal Jadhav, Sales/BD Manager, Future Group  11 18 2010 10:28:15 +0000
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I feel the brand denizen has been a poorly developed or rather poorly positioned brand in the Levis stable. I dont get the feel the of Levi's inside the store and the traditional rough attitude it had like the brand 'Malboro' seems to have lost in the process.
By Joe Antony, Retail Sales and Marketing, JSW Steel Limited  | 11 17 2010 07:49:59 +0000
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No
By Kandavel Raja, Project Manager, Sobha Developers Ltd  | 12 01 2010 12:49:21 +0000
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Levis will always be Levis. Loyal customers will not compromise on the parent brand. Denizen is targeted to a different audience altogether. Hence the brand value ideally should not decline. Since the audience is different, the look and feel of its outlets are bound to be different. The idea is to get away from the shadow of the Levis brand as their price ranges differ. We must note that it has yet to be seen how consumers react to it. If the response is poor, Levis Strauss Signature might reign. If not, the latter (LSS) will be stalled and Denizen will be here to stay.
By Dipika A., Communications Executive  | 11 18 2010 12:04:54 +0000
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