Learning Objective |
After completing this activity, you should be able to:
* Define brand equity.
* Apply a brand building process
Explain the reasoning for the branding decision.
Scenario Summary |
Our Town Photography Studio/Gallery is a photography company who provide photographic services to high profile customers. The owner of this company is Catherin Irvin, a nationally recognized photography/portrait artist, who can use the latest tools in digital technology to produce archival quality canvas and watercolor portraits as original works of art. She is even beginning to get some international fame for the artistry and originality her work presents. She has been ...view middle of the document...
Review them carefully before completing your report.
Mark Bucas, Marketing Manager (Conversation #1)
"Thank you for joining me this morning. Catherin wants us to design a brand building program for our new Premier Portrait service. Our client base has grown over the years to include quite a few prosperous professionals whose children are getting married and having children. Historically, these clients have appreciated our high quality photographic portraits. However, competition is increasing and Catherin has moved into a higher value-add market with the Premier Portrait service. I have been considering the branding for this service and I would like your help in making the decision. I know you are new, but your recent education and past experience on small business e-Commerce could help me bring in new perspective on this project.”“Before we begin, I would like to show you a portrait that Catherin recently developed." |
Sample Portraits for Premier Portraits
The photo here is a family portrait that Catherin developed recently. A 40 x 60 inch portrait printed on high quality canvas resembling a Rembrandt painting is on view. Catherin used Corel painter to create the portrait employing her unique brush style and has done some embellishments using real oil paint on the portrait and has signed it using a pure gold paint. The portrait is framed in a hand carved gold leaf coated picture frame and covered with museum quality archival acrylic. The Matting for the picture is the best that is available in the industry. Catherin is very proud of her latest creation. This is the area where the...