Samsonite and Samsonite Group: What if product and group share the same name?
Samsonite International S.A. is now called Samsonite Group S.A. Not a radical rebranding, but a meaningful strategic adjustment. The new name highlights Samsonite’s role as an umbrella brand above a portfolio that includes High Sierra, American Tourister and Gregory.
Earlier, Remarkable contributed to harmonising Samsonite’s visual identity by developing a more unified logo style that reinforces brand recognition and consistency.
The decision to give the group the same name as its best-known product raises important questions. What does it bring to brand architecture? And where do the risks lie?
1. Building on existing equity
An established name offers a strong foundation for the group and ensures instant recognition. The group leverages the reputation of the product brand, both in terms of image and in areas like investment and employer branding.
It is also practically efficient: the name has typically already been tested and approved on legal, linguistic and marketing levels, saving time and costs during further rollout.
2. Other brands benefit too
A strong name carries credibility to other brands and products within the same group. It gives consumers confidence, even in lesser-known sub-brands. The impact of the main brand doesn’t only strengthen the organisation’s profile — it also lifts the image of the other brands.
Sub-brands like Okay and Spar benefit from the brand equity that Colruyt, the main brand, has built. On Remarkable’s advice, Colruyt Group is clearly endorsed in their communication, strengthening the link with the main brand and actively sharing customer trust across the entire group.
