Business Case Studies, Brands & Branding and Private Labels Case Study, Global luggage industry, Samsonite

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Brands & Branding and Private Labels Case Study

Case Title:

Samsonite: The US Luggage Manufacturer's Branding Strategies

Publication Year : 2005

Authors: Sireesha M, Sumit Kumar Chaudhuri

Industry: Home Appliances and Personal Care Products


Case Code: BBP0024

Teaching Note: Not Available

Structured Assignment: Not Available

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In the late-1990s, Samsonite transformed itself into a global brand by introducing new product categories, improving its existing products and introducing new product lines. It also positioned separate product categories for its new target customers – women and youth. In late 2005, Samsonite introduced its new advertisement with the tagline 'Life is a Journey' and plans to unveil its new Samsonite Black Label store format, which would offer its complete range of travel accessories to its customers.

Pedagogical Objectives:

  • To discuss the strategies adopted by Samsonite to maintain its image as a premium luggage brand against the backdrop of the commoditised global luggage market.

Keywords : Global luggage industry, US luggage industry, Brands & Branding Case Study, Soft side and hard side luggage, Product categories of Samsonite, Product line extension, Growth through diversification, Positions of Samsonite products, Promotion through advertisement, One stop shop for luggage, Multi branding strategy for Samsonite, Life is a Journey, Samsonite spinners, American Tourister, Samsonite Silhouette, Samsonite Black Label


  • Samsonite: The US Luggage Manufacturer
  • Samsonite's Branding Strategies
  • One-Stop-Shop for Travelers
  • History of Samsonite Through Pictures
  • Percentage Contribution to Revenue

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