Deakin University MMK739: Oroton Brand Management Report

This report provides a comprehensive analysis of the Oroton brand, a luxury fashion organization based in Australia. The report begins with an introduction to Oroton, its products, and the appointment of a new creative director. It then delves into the market description, highlighting the growth of the international luxury goods market and the impact of consumer needs. The core of the report identifies brand problems, particularly the competition faced by Oroton in the luxury market and its partnership with Gap. Brand theories, including brand positioning strategy, are used to analyze these challenges. The report then offers recommendations to improve Oroton's performance, such as developing leather bags with sustainably sourced materials and enhancing promotional activities. The report concludes with a list of references.