SAMSONITE BRANDING STRATEGY

STUDENT WORK - Art Center College of Design, Pasadena CA
A Branding Strategies Class; with the core focus on designing a family of products that catered to
opportunities found through SWOT analysis and system matrixes. Research indicates opportunity
for the branding of Samsonite to outreach a younger target archetype. Rebranding and expanding
Samsonite’s image to a younger market archetype will instill the company as a lifestyle brand
choice for future business consumers.

To create a sub-line of lifestyle products for Samsonite, re-introducing the company as a brand
that identifies and connects with the business users of tomorrow. This resergence will create brand
awareness and loyalty to the new generation, capturing a large portion of the travel markets future
revenue stream.