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Excerpt: Samsonite Corporation’s flagship brand, American Touristerin its recent campaign puts travel ‘in perspective’. While the theme isexaggerated, the commercial effectively conveys the product USP – Quality.Simple in presentation, effective in messaging and distinct in positioningmakes the brand stand apart among competition. According to Business Standard (complete reporthere), the Indian luggage market is rather polarised between VIP and Samsonitewith a combined market share of 90%. Interestingly, this trend is global andmost countries share a similar market share distribution with 2-3 playerscontrolling the market and 10% shared among smaller players. While productinnovation becomes crucial in such ‘brand-driven’ markets, brand distinction ismore easily…