When I saw this example of a product endorsement in Italy – for Samsonite, a particularly strong international brand in image terms – I couldn’t see the link to a bucket-shop, discount brand like Ryanair. Ryanair has been described by a consumer watchdog as “the worst offender” in the airline industry for its fee models and pricing tactics.
Is this a partnership Samsonite feels comfortable with?
Or was the association with an airline that is mega-strict with its cabin luggage rule more important?
I tell my students that marketing is a matching process. So what is the more important match for Samsonite with this one – the match relating to the functional benefit (of getting this case into lockers), or the match on the emotional image level?
I know which one would be more important if it were my decision…