Deakin University MMK739 Strategic Brand Management: Oroton Report

This report provides a detailed analysis of Oroton, an Australian luxury brand, focusing on its strategic brand management practices. The report begins with an executive summary, followed by an introduction to the brand, a market description, and identification of key brand problems, such as increased competition. Relevant brand theories, including brand positioning and competitive advantage, are applied to analyze these issues. The report then offers specific recommendations to management for improving brand performance, including strategies to increase brand awareness and develop a distinctive competitive advantage. The analysis is based on the MMK739 Strategic Brand Management course at Deakin University, and the report concludes with references and appendices.