Self-Branding in the Wedding Photography Industry
1 CHAPTER TWO: LITERATURE REVIEW
Wedding is the events that take place just once in the life of a human, but remains the most memorable one as well. This takes people look forward towards making this event the best of all and different and most prominent by all means. Choosing the best remains the clear criterion of the couple and their relatives. This makes them look for the best photographers as well. The choice of photographer is more critical then the choice of caterer or wedding planner. The idea behind this is that the planners, organizers and all others just set up the wedding for that day only, but the photographer captures these moments and saves them forever for the couple and the
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However, a little mistake in this choice would complete destroy y the memories of the couple. This means it important for the photographers to look forwards towards self-branding in the wedding photography industry so that they would be chosen among all the others without any doubt.
For becoming prominent in any industry, it is important that one should be looking into the matter of Self-Branding and for Self- banding it is important that one would be looking towards the theories and frameworks proposed mainly in the field of bending or self-branding. However, it could further be seen that the branding remains the most critical task in the field of photography due to the criticality of the tasks that are to be performed.
In order to get complete understating of an issue the Black Swam theory by Nassim Nicholas Taleb in the 2008 would be underpinned later the accomplishment of the self- banding would be learned by making use of the David Aaker's branding theories. The frameworks drawn by these theories would definitely provide an insight to the vision of the becoming a self- band in the wedding photography industry.
1.1 Black Swam - Theory of Personal
In every given business, the name itself portrays different meanings. This serves as the reference point and sometimes the basis of customers on what to expect within the company. Since personality affects product image (Langmeyer & Shank, 1994), the presence of brand helps in the realization of this concept. Traditionally, brand is a symbolic manifestation of all the information connected with a company, product, or service (Nilson, 2003; Olin, 2003). A brand is typically composed of a name, logo, and other visual elements such as images, colors, and icons (Gillooley & Varley, 2001; Laforet & Saunders, 1994)). It is believed that a brand puts an impression to the consumer on what to expect to the product or service being offered (Mere, 1995). In other application, brand may be referred as trademark, which is legally appropriate term. The brand is the most powerful weapon in the market (LePla & Parker, 1999). Brands possess personality in which people associate their experience. Oftentimes, they are related to the core values the company executes.
Wedding Photography is unique among all other photography mediums. As a professional photographer you have free reign over an incredible event full of emotion, action and beauty. Being able to use your skills to capture these moments forever, and have them be cherished by your clients is an honor wedding photographers take very seriously. It isn’t for the faint of heart. The pressure is as high as the clients expectations, but it can be a very rewarding occupation. For these reasons, wedding photography is quite a competitive field.
Brand identity is about story telling. Using the latest content that has been published, compromising the five best images that reflect the profile of the brand, a consumer-photo-storyboard can be developed to: Describe the profile of the brand; Identify the main communication and publicity themes; and Critically assess the integrated modes of communication with consumers, including limitations and negative content.
References are crucial to a couple 's decision when searching for a photographer. Requesting this information presents the level of experience the company possesses to the couple. Couples only have one opportunity to capture astonishing wedding photos, so hiring a professional who knows how to get those photographs under high pressure is essential.
Many people think that personal branding is meant for celebrities, yet each and every one of us is a brand in his/her own personal right. It is through personal branding, that we successfully market ourselves to others. As a brand, we can leverage the same strategies that make these celebrities or corporate brands appeal to others. We can build brand equity just like they do.
Increasing awareness of a personal and unique identity distinguishes us from the pack. A brand mantra differs from a tagline, explains Guy Kawasaki, as a mantra describes internal business, a standard for a company to abide by. A tagline is for customers and what they can expect to be delivered (Martinuzzi, 2014). John Jantsch, founder of Duct Tape Marketing defines branding "the art of becoming knowable, likable and trustable” (Martinuzzi, 2014). Many specialists on the subject agree that trust building is essential in success. Being honest is one of the top five steps Forbe’s advises when it comes to brand building (Biro, 2013). Some suggestions to follow from, How to Build an Unforgettable Personal Brand (2014) include, making sure customers are provided what is promised, leading with unwavering quality and being consistent in making good on one’s word. The article also warns that the public will assign a default brand if a
Kruger (1999) agrees that “the moment when you think that you have discovered the ‘truth’ about yourself, is also a moment when power is exercised over you." As a result, when “I” go to shop, “I” probably regard as a subject, and get to know what “I” likely to be about the self. It is important to understand the consumers’ identification in term of looking insight of themselves. In this work, there will be given a belief introduce of how identity influence the consumers’ point of view of themselves with the process of purchasing. Then, there are individualism and collectivism identity, lifestyle identity, self-identity and social identity as well as gender roles identity are going to present with a few real advertising respectively before drawing
People are buying the product which gives them prestige. Marketers have interest on consumer psychology and they are playing with every day by showing that their product will give prestige in the society. It’s true that the transparent societies now needs brands image. Marketers analyze the interest and needs of consumer than create the product according to the need of the society. Brand can attain the people attraction and the business can have the good reputation by giving satisfaction to consumer. If the brand gives satisfaction and function are according to the expectation of consumer than the brand gets good image on the mind of consumer. brand image is great weapon to use for the competitors it builds in years , at once the business gets brand image it has competitive edge from other brands in the market. When consumer rely on the brand the company can create the long term relation with the consumer, in other words (CRM) consumer relationship management. The brand image has effect on the choice of every individual there believe and attitude change their preferences. Brand image can be effected by price as price is an important part for consumer when they are making purchase decision if they find the value of brand is equal to the pricing they purchase that brand if not they refuse it. Similarly the image of brand can be effected by the attributes and features or
Through empirical research four main approaches to art were distinguished: brand is seen as product, organization, person and symbol. Company which is well run fulfill are requirements. It has been discovered that purchaisers of luxury goods make their choises partly because of visual identity reasons and parly because of marketing desire created for products. The companies who decided to bring art and commercial production together showed to generate benefits of desire and higher appreciaton of purchasers. "The goal is to generate brand equity through managing a brand identity that is consistent and timeless." (Aaker, 1996). Succes of both companies is based on good quality, innovative products, well run visual brand identification and appreciation for their heritage. Is there connection between luxury fashion, branding and timeless design? Definitely. Branding described in this dissertation showed the procces of creating luxury. From the definitions one can conclude that brands who sell luxury goods sell also timeless goods. It occur not only from the quality of items but even more from what purchasers acquires buying company. It would be also interesting to look closer into diffrent types of luxury brands and discuss closer reationship between branding and creating timeless brand. Unfortunately, the limitations of this essay allowed to study only the most
What is branding? Branding has been advocated as a potentially successful response to heightened market concentration; it offers the possibilities of centralized control and format standardization, and an added value or cost driven strategy can be used to differentiate the retail offering and reinforce market positioning. Brands provide informational cues for buyers about the store's merchandise quality, and favourable images of brands positively influence patronage decisions." Successful retail branding can provide a form of "insulation" against price competition and states: "Where the store brand name is itself a brand name based on a quality appeal, it will be easier to position the own brand as a premium product under the same name" (Schmidt, R., & Pioch, E., 2005). Further as consumers, we tend to think about brands as symbols like the Nike swoosh or McDonald’s golden arches; the working definition of a brand is broader. A brand is usually defined as a name, logo, symbol, words, or combination of these, intended to distinguish a particular company’s offerings from those of competitors. In this sense, the modern use of the word “brand” harkens back to its older meaning which is a distinguishing mark or burn to identify wine, livestock or other commodities by their owner (Koehn, N., 2013).
While people have differing opinions on what the relationship between packaging and brand identity is, it is clear that most support the idea that success depends on how well these two elements are collated. [1] On its own, a brand identity is the vessel in which a brand communicates its “identity and value[s] to consumers and […] stakeholders.” [5] (Nandan, S., 2005, p. 265) It plays a central role in a successful marketing strategy for any company, providing a brand with a “direction, purpose and meaning”. [2] (Aaker, D. A., 2010, p. 68) With such a competitive and overcrowded market, the role of a brand identity becomes essential. A brand identity helps communicate a brand’s individuality, enabling it to establish a powerful presence amongst competitors. [5] (Nandan, S., 2005, p. 265) In fact, Nandan, S. (2005, p. 276) states that,
In its simplest form, corporate identity is a function of design that includes the name of the organization, its logos, the interior of the buildings, and visual identification such as uniforms of the staff, vehicles and signage. For a long period, graphic designers have remained highly influential been hugely influential in two regards, in that they articulated the basic tenets of corporate identity formation and management and succeeded in keeping the subject on the agenda of senior managers. Currently, symbolism, or design, has assumed a greater role and has moved on from merely increasing organizational visibility, to a more serious position of communicating corporate strategy (Ollins, 1978). There were now three main types of visual identity such as Monolithic (single brand visual), Endorsed (parent brand endorsing a sub-brand) and Branded (a plethora
Product is the core of marketing, which including tangible goods like food or drinks or intangible services, as it is the major way to embody customers requirements; and, branding is directly associated with it. In fact, branding is all about decisio ns of products, like brand names or trademarks. Stork (2007) asserted that a brand is a unique business identity which represents the personality, quality or origin of products. And, such a product which added value by branding would appear in every activity of marketing, namely, branding is actually react on the whole marketing system directly and indirectly.
Every company seeks to create its own brand - a unique and effective image. Purpose of brand is attracting and retaining customers in its market share. Branding in marketing is a complex technology, aimed at making advantageous position a brand from the competition. Facilitating the search for the necessary goods to the buyer, branding in marketing becomes more effective if the consumer product features meet market requirements. It is especially necessary to identify the goods, for a case of unprepared buyer which can not assess the competitive characteristics (for example, high-tech products). The development of technology has had a huge impact on human society. It is reflected in the fact that we are surrounded by complex technical devices that we use every day and sometimes we have no idea of how this thing is located within. Here the brand comes to help the consumer that stands out from all those product characteristics that are important to the consumer and facilitates the understanding of the product.
Early on in the twentieth century, when mass marketing and production became commonplace, company branding allowed consumers to identify with a company. The consumer made a one sided personal relationship