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Product cover image for Denver: Establishing Brand Relevance Across Generational Cohorts

Denver: Establishing Brand Relevance Across Generational Cohorts

Jaydeep Mukherjee

Product #:W47340
Supplier:MDI/Ivey
Discipline:Marketing, Strategy
Setting:India, 2025
Details:Case (PDF) • 14 pages • 2026-03-30

Subjects:

Brand positioningBrand managementBrand equity

Industries:

Goods, trade, and consumer services
Your Price:$10.54

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Denver, a Hamilton Sciences Private Limited (HSPL) brand, was the best-selling men’s fragrance brand in India in 2025. It was characterized by its aspirational, masculine positioning. Denver’s core consumers were millennials, but to meet growth objectives, it needed to be attractive to Gen Z and Gen Alpha, who were significantly different from its core consumers. HSPL managing director and chief executive officer Saurabh Gupta was considering four options: launch a dedicated Gen Z and Gen Alpha brand, launch and aggressively promote a Denver sub-brand for Gen Z and Gen Alpha, promote the sub-brand for Gen Z and Gen Alpha only through digital media–driven youth acquisition, or drive immersive brand experiences for the Denver sub-brand for Gen Z and Gen Alpha. Gupta had to decide quickly to ensure Denver’s relevance and growth.

Learning Objectives

This case is designed for use in postgraduate courses in brand management, where it can be elaborated on to discuss the practical challenges of managing a brand architecture, including topics such as sub-brands, brand repositioning, brand extension, and brand rejuvenation. It can also be used in undergraduate and graduate core marketing courses to introduce the importance of brand image in a hedonic product category and the challenges that can arise from introducing a sub-brand targeting different consumer profiles, which can cause dissonance in positioning.

After working through the case and assignment questions, students will be able to do the following:

  • Evaluate brand positioning choices available in a crowded market and link them to the existing brand architecture.
  • Apply the customer-based brand equity framework to evaluate the options.
  • Debate the use of influencer marketing strategies that can be adopted to target Gen Z and Gen Alpha.
  • Develop a practical decision matrix to arrive at a comprehensive brand management decision.
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Case Study: Denver: Establishing Brand Relevance Across Generational Cohorts (English version) | Ivey Publishing