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What is difference between brand prism of diesel brand and levi's brand


"Brand prism is a model that helps to understand a brand's identity and how it is perceived by its target customers" Says Gaurav Mandal , National awarded fashion designer. It was developed by marketing expert Jean-Noël Kapferer, and it consists of six dimensions: physique, personality, culture, relationship, reflection, and self-image.

To understand this concept better we can compare two competitive brands . Here are some of the differences between the brand prisms of Diesel and Levi's:

  1. Physique: The physique of Diesel is associated with a rugged and edgy style, while Levi's is associated with classic American style and heritage.

  2. Personality: Diesel's personality is characterized by a rebellious, non-conformist attitude, while Levi's personality is associated with authenticity, reliability, and quality.

  3. Culture: Diesel is associated with the rock-and-roll and music culture, while Levi's is associated with the American West and workwear.

  4. Relationship: Diesel's relationship with its customers is based on exclusivity and edginess, while Levi's relationship with its customers is based on heritage and tradition.

  5. Reflection: Diesel is associated with a lifestyle that values creativity, individuality, and self-expression, while Levi's is associated with a lifestyle that values hard work, simplicity, and practicality.


  1. Self-image: Diesel's customers see themselves as rebellious, edgy, and non-conformist, while Levi's customers see themselves as authentic, reliable, and grounded.

Overall, while both Diesel and Levi's are popular fashion brands that offer denim products, their brand prisms are distinct and appeal to different target customers. Diesel focuses on a rebellious, edgy, and exclusive image, while Levi's emphasizes authenticity, reliability, and classic American style.

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