Assignment 2:

As being a brand manager and building the brand strategy I will try to build up a brand for myself
and for my future employee. I have a dream of creating my own record label or a record company
about music especially EDM (electronics dance music). In this assignment I will build up my brand
strategy and brand eco-system to support customer and make many analyze about my own brand.

First of all, I will explain about record label. Record label sometime called record company is a
brand of music recordings from both audio file and video file that the company owns. Making my
own EDM record label is making an eco-system of many producers who want to publish their
music and make their music more popular. In the next part of the report, I will go through all the
key elements of my own record label.

The first thing I want to introduce is the brand elements and I want to describe something about
my brand elements. The figure of
my logo is a phoenix and a dragon
with red color. As my commercial
field is EDM so the most
important thing to catch
consumers attend is that if your
label is powerful and gaining
enough heat for them which I
choose the color red to show the
signal of fire and heat. Moreover,
dragon and phoenix are the two
legendary animals that can fly so
this will lead to the thought of
customer that I will lift their
emotions and feelings rocketing
up into the sky. The blind shape
between the phoenix and the dragon performs the letter B which really match my name of the main
brand: Betadranix. The name Betadranix is taken from the dra in dragon, nix in phoenix and Beta
means this is not the testing or developing brand (alpha version), this is the completed one (Beta
version). The slogan of my own record label is “Burn your soul” also take many means. The first
meaning is that my brand is the combination of many artist who play, mix and produce music that
have a high rate in energy and these music must be danceable for example: hardstyle, bigroom,
trance, … Another meaning is that also the festivals and events that we hold will make you burn
as long as you could. As long as our brand of record and company still stands and works hard,
EDM lovers will have many chance of enjoying such a powerful and explosive parties and festivals
that they have never had. They also have a chance to listen and get in touch quickly to the newest
music of our producers in no time when subscribing and following us.
 Following with the elements of
my brand, the way of touching
and getting access with my brand
is also design very detail. The
Betadranix logos also have the
black and white version so if
anybody for example festivals or
bars and clubs, … want my artist
to come and play for them they
can have my logos shining on
their screen. This is the first way
to not only run the advertisement
and gaining more reputation for
my brand but also helping EDM
and Betadranix lovers to get in
touch with me easier. Moreover, many T-shirt, cups and other stuff that have my own brand logo
so the way of communication and getting more reputation will also available. Website is also
designed so that if anyone want to buy, purchase or book my artists they can get in touch with me
easier. I also make one feedback session on my website in order to collect more feedback about
my brand and my inventory so that a proper brand design and brand strategy will be conducted in
the future. Wrapping up the first part of my reports about brand key elements, my own brand
strategy.

About brand strategy, firstly, choosing the brand reinforcement way is one of my main strategy.
As in the entertainment and music world, each label will represent for one style and rhythm of
music so following the audience trend all over the world and looking for young genius Dj and
producer who play our unique music is the first thing to do in order to strengthen our records.
When more good music is produced, selling album both in vinyl disc or mp3 file online will be
the first income to make our brand survive and develop. Moreover, on the key elements section I
have performed that many accessories that carry my own brand’s logo will be sold out for the fans
to keep our signal everywhere they want more over. Secondly, choosing the self-congruity theory
will help me very much in my brand building and developing it. As a raver of the EDM worlds
and a amateur DJ in clubs and bars, I can definitely understand what a raver and EDM listener
need to hear and need to do when they have their loves and put their passion in this kind of noisy
but energetic music. These characters will make my way of organizing and leading my own brand
will be easier. For example, having a banner or a flag of the records they love will be one of the
choice ravers want so I produce flags and also t-shirt so that they can easily get to their love records.
However, making a EDM brand for the energetic raver does not mean some happy but less “crazy
one” cannot enjoy so that I change some of my brand personality by producing album about the
record when hosting events. These album will be suitable for the one who is nostalgia and love
standing and watching others having fun. These people love catching other great moments but as
the festival is too crowded to hold a camera, our service will help them. The next and last theory I
concentrate on is the culture approach aspect. As EDM is not for Europe or American or Asian so
the culture aspect in both music genre and taste and the accessories will need to be consider in my
design of brand. On the last parts of my reports is the figure of cups, logos, t-shirt, website and
other thing I design for my own brand.

Figure 1: Dragon T-Shirt of Betadranix

Figure 2: Phoenix T-Shirt of Betadranix
Figure 3: The cup with Betadranix Black logo
Figure 4: Betadranix Website