Mmk380 Assignment

Topics: Retailing, Brand, Brand management Pages: 8 (2757 words) Published: September 2, 2013
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.
Introduction2
Brand Rationale3
Brand Background4
Market Description6
Competitive Situation8
Conclusion11
References12

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 Background
Camper shoe is well known brand as a market leader in the footwear design industry worldwide with distinctive brand identity based on freedom, creativity and spontaneity. Camper started its family business in Majorca in 1975 during a period of social and historical changes in Spain. The imaginative design of Camper shoes reflected this new Spanish era. Nowadays, this company owned 300 Camper stores and 4,000 authorized points of sale in over 50 different countries (Work with us 2012). The Camper stores were a great place in which the Mediterranean spirit of Camper’s Mallorcan origins mixed well with the unique creative spirit of Berin. “Camper is people” is a philosophy of this organization for several years. Currently, Camper Team is composed by more than 1,000 people committed to the company values that made its strong brand name. Camper was born to be a brand: its concept was to reflect a new lifestyle, a new way of thinking based on freedom but also encompassing comfort and creativity (History 2012). Camper products are diversified according to each target customer including men, women & kids. A variety of Camper products reflected a commitment to creativity of Camper brand. Customers like Camper shoes as well as Camper brand image because Camper makes shoes for walking which are comfortable, casual, useful, functional and versatile for both physical sense and political sense. Especially, Camper brand can bring innovation and fun, with a clear Mediterranean flavour, as creative and individual as human beings to its products. Camper shoes are combined not only modernity but also tradition. There are many colours and design styles available for customer’s choices. Simple logo with two main colours (red and white) and slogan (Walk. Don’t run), Camper’s brand became differentiation in comparison with other competitors. The comfort and softness of Camper shoes make it different. This slogan represents its commitment and appreciation of a slower...

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>
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