levis ......is it diluting its name

welllll this name is not new to us , as a teen we grew up looking upto this brand , i remember having my first pair of levis jeans , i was so excited and thrilled since then it has being a integral part of my life , it gives me a sense of freedom , a sense of independence ...ya its rebellous but thats what levis has always been .
The jeans itself has a sense of aura in it right from the red tabs to the linings everything is so authentic and rugged , i personally feel this jeans has developed into a cult brand and since its introduction to indian market , it has catered to the elite and who chose to be different.....and we are paying a price to be different , a difference in attitude and perception. I have always had a soft corner for this brand , its just feels great when u have that levis tag on your back , its just makes you feel confident , i had always looked upto this brand till recently ...I had been to chennai a land deep down where people are known for their dhotis and their culture which they strictly adhere to but as times changing , chennai had developed into a cosmoplotian city and with every growing city comes with a high growth in peoples purchasing power . Chennai boasts of some good malls ,i happened to visit some , theres a mall called spensers plaza , it claims to be one of the largest in india welllll i visited this mall some 4 times and observed a shocking fact which i am sharing with u all , levis as we know has come up with a brand called levis signature catering to a different segment of customers , it has its own stores too....I found out that levis signature store was found very close to the gate and the main levis stores bit far way which was bit surprising to me . On the first day i observed buyers who wanted to buy levis ended up buying levis signature instead everytime i found out that people shopped more in levis signature stores rather in levis stores due to the convenient location of the store and the name of the brand levis assosciated with signature.....as a loyal fan of levis i was surprised by the companies marketing & branding strategies , how myopic can a company become now levis has become a common mans brand , though its sales are increasing but the brand name is getting diluted , in some years i think people will detest buying a levis , as the very essence of the jeans is being eroded.