Mmk380 Assignment
MMK380 Brand Management
Unit Chair: Kerrie Bridson
Due Date: December 10, 2012 T3 2012
Assignment 1 Report
Brand History and Background
Group 9
Derek Li 211275711
Qianqian Zhang 900423277
Shi Xu 210054736
Tan Hong Phuc Truong 210055939
MMK380 Brand Management
Unit Chair: Kerrie Bridson
Due Date: December 10, 2012 T3 2012
Assignment 1 Report
Brand History and Background
Group 9
Derek Li 211275711
Qianqian Zhang 900423277
Shi Xu 210054736
Tan Hong Phuc Truong 210055939
Table of contents PAGE NO. Introduction 2 Brand Rationale 3 Brand Background 4 Market Description 6 Competitive Situation 8 Conclusion 11 References 12
Introduction
In this assignment 1 report, it was commissioned to explore the brand history and background in order to help discovering Camper as a footwear retailer in the market.
The research draws attention to Camper’s brand rationale and how Camper management team had chosen to focus on. From its background and history, how Camper conduct itself in their products with Mediterranean identity as origins and roots. Further investigations reveal the market in footwear industry and its current competitive situation. The report evaluates Camper’s market competitors and growth potential. All the research and findings will help us understand this brand and make these available for brand audit in assignment 2.
Brand Rationale
From the basic research across all six brands, we have chosen Camper as our topic for several reasons. As rational students for this unit, it seems not smart to choose brands that we have limited knowledge and interests. Therefore, we have eliminated Dyson, Aeroplane Jelly, Smarties and National Gallery. Leaving Kelly Slatter and Camper, we have all agreed to focus on the footwear retailing for our research topic.
Brand
Unit Chair: Kerrie Bridson
Due Date: December 10, 2012 T3 2012
Assignment 1 Report
Brand History and Background
Group 9
Derek Li 211275711
Qianqian Zhang 900423277
Shi Xu 210054736
Tan Hong Phuc Truong 210055939
MMK380 Brand Management
Unit Chair: Kerrie Bridson
Due Date: December 10, 2012 T3 2012
Assignment 1 Report
Brand History and Background
Group 9
Derek Li 211275711
Qianqian Zhang 900423277
Shi Xu 210054736
Tan Hong Phuc Truong 210055939
Table of contents PAGE NO. Introduction 2 Brand Rationale 3 Brand Background 4 Market Description 6 Competitive Situation 8 Conclusion 11 References 12
Introduction
In this assignment 1 report, it was commissioned to explore the brand history and background in order to help discovering Camper as a footwear retailer in the market.
The research draws attention to Camper’s brand rationale and how Camper management team had chosen to focus on. From its background and history, how Camper conduct itself in their products with Mediterranean identity as origins and roots. Further investigations reveal the market in footwear industry and its current competitive situation. The report evaluates Camper’s market competitors and growth potential. All the research and findings will help us understand this brand and make these available for brand audit in assignment 2.
Brand Rationale
From the basic research across all six brands, we have chosen Camper as our topic for several reasons. As rational students for this unit, it seems not smart to choose brands that we have limited knowledge and interests. Therefore, we have eliminated Dyson, Aeroplane Jelly, Smarties and National Gallery. Leaving Kelly Slatter and Camper, we have all agreed to focus on the footwear retailing for our research topic.
Brand
References: * Camper, 2012, ‘History’, retrieved 5th December 2012, < http://www.camper.com/en/history/origins > * Camper, 2012, ‘Work with us’, retrieved 5th December 2012, < http://www.camper.com/en/work-with-us>