Scenario Summary Our Town Photography Studio/Gallery is a ph

Scenario Summary

Our Town Photography Studio/Gallery is a photography company that provides photographic services to high profile customers. The owner of this company is Catherin Irvin, a nationally recognized photographer/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 working hard to develop new techniques in portrait and photograph creation and she is very proud of her works.

Mark Bucas is the marketing manager for the Our Town Photography Studio/Gallery. He has helped Catherin and the company to open up many new markets throughout the country and to maintain customer satisfaction throughout the years.

Catherin had recently asked Mark to create a brand-building program for the photography service titled Premier Portraits. Premier Portraits will further employ state-of-the-art digital technological tools to produce high quality portraits for the customers. The target customers for Premier Portraits are corporate executives, high profile sports figures, politicians, actors and actresses, and other such near famous people.

Your Assignment

You, as the new product manager, have been asked to join Mark as he considers the branding decision for Premier Portrait service. You have just completed your master’s degree in marketing with an emphasis on small business marketing and e-commerce. Mark would like your fresh input regarding his decision.

You are eager to get started on this project so that you can put what you learned into practice. Below are some of the key conversations between you and Mark, as well as supplemental materials you will need for your proposal. Review them carefully before completing your report.

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Based on all of the information above, write an online branding proposal for Premier Portraits. Your proposal should address at least the following points:

1. Who specifically should Premier Portraits target with the new branding message?
2. What product should Premier Portraits really offer to this market?
3. What value should the company’s online presence deliver?
4. What should the brand equity building focus on?
5. What are the possible communications methods to use in order to achieve the brand equity the company desires?

You are free to pursue any additional research you may need. Just be sure to include an estimate of the cost in your recommendations.
Submit your final proposal to the Dropbox.

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