Throughout the course of life, people work to build an image or identity that others will grow to respect and value. In other words, people work to build and maintain a unique and positive reputation. This includes developing an optimistic personality, gaining an education, and creating positive relationships and experiences with those they encounter. It further requires a concerted effort of monitoring to maintain. Most people, to some extent, do build successful and positive reputations, while others fail miserably. The same is true in the realm of business. The building of a brand is the business world’s equivalent to the building of a personal or individual reputation (Boone & Kurtz, 2014). It takes years to develop and requires constant monitoring. Boone and Kurtz (2014) define brand as “a name, term, sign, symbol, design, or some combination that identifies the products of one firm while differentiating them from those of the competition” (pg. 416).
In today’s business world, creating a brand, as defined by Boone and Kurtz (2014), falls short of completely facilitating business growth and prosperity. A name, term, sign, symbol, and/or …show more content…
Through the Years Photography is a new start-up venture. This is both a service and product business, offering the service of life event photography and the product of high resolution and quality print photographs. Through the Years Photography is a life-event photography company. As such, it falls under one of two types of brands. Some may consider it an individual brand, as its product offering is high-resolution photo prints. In other words, the company offers a single product. Others may consider it a family brand with related products. For example, wedding photography is one line of products, pre-natal photography being a second product line, and birthday celebration photography being yet another line of
In today’s business world, creating a brand, as defined by Boone and Kurtz (2014), falls short of completely facilitating business growth and prosperity. A name, term, sign, symbol, and/or …show more content…
Through the Years Photography is a new start-up venture. This is both a service and product business, offering the service of life event photography and the product of high resolution and quality print photographs. Through the Years Photography is a life-event photography company. As such, it falls under one of two types of brands. Some may consider it an individual brand, as its product offering is high-resolution photo prints. In other words, the company offers a single product. Others may consider it a family brand with related products. For example, wedding photography is one line of products, pre-natal photography being a second product line, and birthday celebration photography being yet another line of