August 10, 2011 09:00 ET

Lucky and Levi's Jeans Cash In on Consumer Love; NetBase Brand Passion Index Reveals Back-to-School Denim Darlings

MOUNTAIN VIEW, CA--(Marketwire - Aug 10, 2011) - NetBase, the Social Media Insight & Analysis company, today announced the latest Brand Passion Index, which measured consumer passion for six popular denim brands ranging from dowdy to designer. With back-to-school shoppers buzzing and autumn temperatures forthcoming, the Index used the NetBase Insight Workbench to uncover which denim brands make online consumers swoon. Looking at Levi's, Lee, True Religion, Rock & Republic, Lucky Jeans and 7 For All Mankind, Workbench uncovered consumer passion, opinions and behavior toward the brands across three key metrics: share of buzz, net sentiment, and passion intensity.

Workbench found that when it comes to online chatter, Levi's classic blue jeans reign supreme. With 61 percent of the overall chatter, the 142-year-old brand generated the majority of the conversation among online consumers. Despite its overwhelming share of buzz, Levi's had the lowest Passion Intensity, indicating that while consumers are certainly talking about the brand, it is not particularly positive or negative. Designer denim company 7 For All Mankind accounted for only 8 percent of the chatter, but with a Passion Intensity score of 76 and a Net Sentiment score of 70, the stylish and pricey brand has a very devoted following online. Despite having a lower Passion Intensity score as well as a smaller share of buzz, Lucky Jeans, illustrated its consistency with a strong Net Sentiment score of 77.

Verbatim surfaced from the Insight Workbench showed that online consumers can't get enough of Levi's. Despite its plain style, the brand remains a classic favorite because of its quality, reliability, and moderate price.

Levi's would be safe bet

Levi's are always good quality and a bargain price too!

Good quality doesn't have to mean expensive -- Levi's are good quality and you can get them on sale for $20 sometimes

On the flip side, online consumers can look past the exorbitant price of 7 For All Mankind Jeans given the brand's style and perfect fit for all sizes.

7 For All Mankind jeans are impressively expensive pants

Seven jeans fit me the best they are a little pricey but well worth the investment

The only jeans I've liked at Lane Bryant were the Seven 7 Jeans which are quite expensive

Verbatim about Lucky Jeans showed that online consumers appreciate the denim collection for its varied washes and accommodation for every lifestyle.

We love Lucky Jeans...great fit and wonderful denim washes

I have a couple of pairs of Lucky Jeans that I LOVE for riding. They are good heavy denim, not super stretchy and are capable of putting up with whatever I put them through

I'm too old for Skinny Jeans so it's back to my reliable Lucky Brand jeans. Lucky jeans have fit great, washed well (I only hang dry jeans) and been my "go to" jeans for several years now

Each month, the Brand Passion Index analyzes consumer passion for brands in various categories and publishes the results on the NetBase blog.

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About NetBase
NetBase Social Media Insight & Analysis helps marketing teams make smarter business decisions faster. We deliver tools and scorecards that give market researchers and brand managers a reliable way to understand online brand equity, analyze and compare consumer passion, and generate deep insights that answer their "why" questions. Serving hundreds of corporate customers, our products were developed in partnership with five of the top 10 CPG companies, including Coca-Cola and Kraft, and are used by five of the top 10 market research firms, including J. D. Power & Associates and GfK. Based in the heart of Silicon Valley, NetBase is a privately held company. For more information, visit:

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