Samsonite Black Label


What is Samsonite Black Label ? A range of high-end luggage products by Samsonite. This ad is about their Contemporary Retro series of this brand extension.

What do you think about such brand extension strategy of Samsonite ? Will it work ? I don't think so. Why ? Samsonite as a brand represents premium priced, high quality, functional and durable luggage products. It's not really a prestige brand that is famous for fancy designs.

Then why such strategy works for say Burberry ? Burberry is Burberry. Samsonite is Samsonite. Burberry is a high-end brand. Their Blue Label range sells because they are willing to "trade" their brand equity of high-price, exclusivity and heritage to extend to a more affordable younger range of products.

If I were Samsonite, I would probably come up with a "proper" brand name and take an endorsement strategy. There are just too many different colours of labels in the market. "Black Label" as a range name is not unique. We have yellow label for champagne; black, blue, red and gold labels for whiskey; yellow, silver and black labels for wine; to name a few.

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