August 07, 2013 09:00 ET

Levi's Brings the Buzz: NetBase Brand Passion Index Measures Social Data on Back-to-School Denim Brands

MOUNTAIN VIEW, CA--(Marketwired - Aug 7, 2013) - NetBase, the Social Intelligence Company, today announced the latest Brand Passion Index (BPI) which analyzed five denim brands, just in time for back-to-school shopping. Powered by the Insight Composer, the Index revealed the behaviors, emotions and opinions expressed across web and social media channels about True Religion, Levi's, Lee Jeans, Citizens of Humanity, and 7 For All Mankind.

The NetBase analysis revealed that denim icon, Levi's, received the most social buzz with 58 percent of the total buzz for the five brands, at the second highest Passion Intensity with a score of 65 out of 100. However, Levi's also generated the second lowest Net Sentiment, with a score of 38. Online consumers complained about the high prices of Levi's jeans, as well as their advertising, which they label as weird and confusing.

True Religion was the second most buzzed-about brand, with 36 percent of the overall chatter for the five brands, but also generated the second lowest Passion Intensity (62) and the lowest Net Sentiment with a score of 10. Similar to Levi's, social consumers took to the web to argue that the jeans were not worth the high price tags.

The most loved brand according to the analysis was Citizens of Humanity, although it was the brand with the smallest volume of buzz. The premium denim brand generated a Net Sentiment of 64 and the highest Passion Intensity (84). Online mentions showed that consumers love the different styles, as well as the quality of the denim itself.

Read what consumers are saying about Levi's:

I hate these Levi's commercials. You're selling jeans. Not a gotdayum movie.

Wow that Levi's commercial is awful.

This Levi's commercial is the absolute worst.

Why must Levi's be so expensive.

Levi's are getting too expensive.

Read what consumers are saying about True Religion:

True Religion is soooo overrated.

just realized how expensive true religions are .... ill stick to American eagle jeans.

Why do True Religion jeans have to be so expensive.

True Religions are a waste of Money.

buying true religion jeans is a waste of money. no joke

Read what consumers are saying about Citizens of Humanity:

I love the way they feel, and everything about them! My favorite ones are from Citizens of Humanity! They are so amazing, I had to buy them in every color :) .

I love my Citizens of Humanity jeans.

I love Citizens of Humanity Elson jeans. A clean, classic straight leg jean.

I highly suggest Citizens of Humanity Avalon jeans. I live in those skinny jeans when I am not wearing skirts or dresses.

Citizens of Humanity Avedon Velour Skinny are a perfect pair for fall because they are soft and comfortable.

Each month, the Brand Passion Index (BPI) analyzes consumer passion for brands in various categories and publishes the results on the NetBase blog. Register for our next Demo Day about social's favorite Fall TV shows here.

About NetBase

NetBase delivers the social intelligence that global brands and agencies use to publish, monitor, analyze and engage with customers in real time. Using a high-precision natural language processing (NLP) engine our platform processes billions of social media posts to extract structured insights delivered via customizable dashboards. Our solutions enable digital marketing, public relations, brand management, customer service, sales, and product innovation leaders to craft winning strategies faster. Clients include Coca-Cola, Kraft, HP, ESPN, GfK, McCann Erickson and Taco Bell. NetBase solutions are sold globally by SAP AG and J.D. Power & Associates. For more information, visit, @NetBase, on Facebook page, LinkedIn, or YouTube.

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