research paper 3

BUSE 135 April 17, 2017

Assignment III

Brand Identity Analysis

Due Date: May 1, 2019

Summary: This is an individual assignment. Create a “Brand Identity Deck” for an artist, which will include all elements below. You may choose any artist from either of the three charts at:

https://www.nextbigsound.com/charts

You may choose an artist that you are working with professionally, such as yourself or a independent artist.

Submission: Attach a single .pdf file that includes all elements of the brand identity analysis described below. There is no total page number requirement. Make sure that you ‘deck’ is stylistically pleasing. Design matters.

Description: Include all of the elements below:

1) Short bio. 500 words max.

Examples: http://www.circletalentagency.com/roster.php

https://www.thekurlandagency.com/artists/

2) Reach.

Try to identify (as best you can) the search volume for the artist’s name .

i. Identify the monthly global volume of search traffic for the phrase via adwords keyword planner or other online tool(s).

ii. Determine if the name is a live trademark and list goods and services associated

iii. Include a written rationale for the choice, impact of the name

Identify the artist’s reach on social media platforms. Include percentile rank if available.

2) Identify the artist’s URL , or determine that one does not exist. If one does not exist, what platform is the artist using as their main landing page?

i. Provide an overview of the sites traffic, including:

a. Global Rank + Domestic Rank

b. Bounce Rate

c. Time on Site, and any other metrics you choose.

3) Logo

i. Identify and depict the artist’s logo.

ii. Place the logo prominently on the document with adequate whitespace

4) Color Scheme

i. Identify three principal colors used in this brand

ii. Include a sample of the color scheme

5) Font Selection

i. Identify fonts for use in marketing material (products, websites, one-sheets, etc.) Up to three fonts.

6) Market

i. Include a demographic and psychographic profile of the market for the artist that you choose. Make sure to include basics such as age, gender, geographic and other obvious demographic criteria. Include any psychographic data that you can get your hands on, which would include criteria that are harder to measure such as lifestyle statements, brand connections, personality traits, likes, habits, etc.

7) Brand Partnerships

i. Identify five desirable brand partnerships with products or service providers. Example: Wu-Tang and Pontiac.