Question
According to its website, For more than 100 years, Samsonite has leveraged its rich design heritage to create unparalleled products that fulfill the on-the-go lifestyle
According to its website, "For more than 100 years, Samsonite has leveraged its rich design heritage to create unparalleled products that fulfill the on-the-go lifestyle needs of the business professional."
Samsonite attempted a category extension by selling outerwear.
Do you think this category extension keeps with Samsonite's brand promise? Why or why not?
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Services Marketing Concepts, Strategies, & Cases
Authors: Douglas Hoffman, john Bateson
4th edition
1439039399, 978-1439039397
