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Is brand Invisalign falling a victim to genericization?



The Zoom – effect has accelerated the adoption rate of clear aligner treatments globally. FY 2022 the global category growth momentum slowed down significantly, yet few select brands demonstrated relentlessly high valuations and YoY revenue performance.


Every day patients walk into dental offices asking for Invisalign treatment, yet the events wherein patients walk out of the office with an aligner case that bears no resemblance with the Invisalign logo are rising. The Invisalign brand has become so successful that it has come to represent an entire category.


Outcome: The brand identities have become increasingly confused as boundaries faze out.


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