1. Music+Passion = YOU
Uppermost Academy of Recording Arts
1/22/12 Adam D. Worthy
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2. Brand Name
Uppermost Academy of Recording Arts (UARA)
• Uppermost is defined as “situated in the highest or most prominent
position”.
• Uppermost is also the title of a mildly known Jackson 5 track, taken from
their 1973 lp, entitled Skywriter.
• By coupling the definition of uppermost and the title of an underrated song
from one of the most famous singing groups in the world, Uppermost
Academy for the Recording Arts was born.
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3. Weakness of Brand Name Strength of Brand Name
Not easily recognized as a Jackson 5 song Immediate connection with target market
New and hasn’t established a reputation Recognized song title used
Associated with a lucrative industry
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4. Trademark and Website Domain
• The Uppermost Academy for the Recording Arts is protected, there are no
other businesses that exist with the same name. http://www.uspto.gov/
• The domain name www.uppermostacademy.com is available for use. Our
goal is to have a fully functioning website that contains ALL of the pertinent
information a prospective student and their family support will need. We
will have a FAQ section, bios for every instructor and administrative staff,
our mission statement, a quick way to contact UARA, as well as a current
or non-living artist spotlight section to inspire our students. We will have a
UARA inspiration link which will describe the birth of UARA, also to include
the ability to download the song, “Uppermost”.
• The UARA website will differentiate itself amongst its competitors by
providing a “Why Choose UARA”? section.
• Under the Pursuing Strong Brand article, Uppermost Academy for the
Recording Arts, falls under the descriptive category for brand name.
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5. LOGO
• The logo will depict an airplane soaring high through the sky, with red music
notes resembling the exhaust fumes. Our logo reflects our brand because
we have high expectations of our students that will become artists and
make high quality music.
• The color black was chosen to show a level of conservativeness, while red
shows excitement. Combining the two, we feel UARA can harmoniously
blend conservative people with exciting people and make magical music!
• Pictorial mark is best used to catch the eye and force the consumer to use
their imagination and create dialogue with regards to the meaning behind
the logo. We believe “word of mouth” is very powerful.
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6. Tagline
Music + Passion = YOU
• Music + Passion = YOU is our tagline that speaks definitively to every
consumer. The tagline combines a form of art, emotion and people. It’s
motivational, easily understood and gives hope. Most importantly our
tagline is an equation, which will always give prospective consumers an
answer if you have both elements, (music and passion).
• Music + Passion = YOU is a provocative tagline, although it doesn’t ask a
question, it is thought provoking to the consumer.
• Music+Passion = YOU
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7. Corporate Culture
Quality Integrity
Passion
I.
Fun Creative Competitive
II.
UARA is very specific with our two tier core values. UARA will interview
and enroll academically qualified students that demonstrate passion and
fun, while the remaining core values will be learned. We will employ
instructors that have had more than 5 years experience in the music
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8. industry and have a passion for teaching others. Our school
environment will be an eye catching spectacle, safe, fun and energized
by creativity. Secondly, UARA will utilize friendly competition as a tactic
to breed talented artists. By coupling our employment/enrollment and
competitive tactics, we will strive to cultivate an environment that thrives
on learning, creating new sounds, unique artists and reputable
professionals.
Mission Statement and Mantra
UARA will teach every student the power of music while creating
tomorrow’s legendary artists.
• UARA mission statement is directed at the teachers and the students.
Our mission statement will be printed on every payroll check. UARA
will also have a poster visible in every classroom displaying our
mission. Every communication delivered from the administrative staff
will have the mission statement at the end of their signature.
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9. UARA is here to serve YOU
Service Description:
• Music production
• Music writing
• Artist etiquette
• English
• Math
• Social Studies
• Science
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10. Competitive Brand Analysis
Motown’s logo remains a universal simple logo, a capital ‘M’ with the
company name spelled out. The capital ‘M’ is made of three shapes
while two of them are supported by a triangle, possibly suggesting one
company with a ‘single’ distinct sound, impacting a variety of listeners,
standing firm in the industry. ‘Motown’ is spelled out in all capital letters
surrounded by a blue background. The color blue is known to represent
peace and calm. It is not known what Motown’s mission statement was,
however Berry Gordy (founder) has been quoted saying the mission
was about “unity and getting people together”.
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11. Universal Music Group
Universal Music group uses an illuminated earth and the company
name written in all capital letters across the earth. Their color for the
earth is blue, representing the water, green, representing the land. I’m
not certain that their logo is competitive with Sony and Warner, I believe
it stands alone, which may be what they were going for.
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12. Sony Music Entertainment
Sony Music Entertainment does not have a publicized
mission statement. They use the color red on their logo and what looks
to be a paintbrush stroke of a backwards ‘c’. They also use the
company name in all capital letters. With Sony being a household
name, I believe the simplicity of the logo makes it more recognizable.
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13. Warner Music Group
Warner Music Group, does not have a publicized mission
statement. They use the color blue for their logo, which is opposite of
their competitor, Sony. The shapes inside the blue logo representing a
capital ‘W’, almost mirror the 3 shapes used for the legendary label, of
Motown.
*These three major labels do not include position, mission statements or
taglines, although they all make reference to their labels having a legacy
or legendary artists.
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