The design framework guideline of brand identity developing to add value for popular music genres in generation Z

At present, the music industry has been finding many effective ways to deeply draw many people's attention as much as possible for future growth of the industry. One of the most important tools for clearly communicating with people and attracting people’s attention is Brand identity. Brand identity can be communicated in a variety of formats such as illustration, motion, and typography in order to represent the identity of each record label or even artists and bands and communicate people to get conscious content in deep. Generation Z listens to and feels music in ways that previous generations have never experienced. It means that Generation Z is the most diverse and open generation. They have more options for discovering new music now that they have grown accustomed to streaming. There are many brands that succeeded in visual communication. This plays an important role to approach consumers to remember brand at a glance which we called “Brand Identity”. This study essentially focused on investigate and explain generation z behavior through obvious communication of brand identity in consuming popular music genre and to explore generation z characteristic for better communication of brand identity along with identify the key of success factors through music industry's perspective for Better access to generation z groups. To finalize the solution, according to the research question and the objective of the research, combining the research method between the information and data via online resources such as research paper, journalism and articles, and collected through the survey and in-depth interview will be used to support to collect the data. The data collection will be analyzed and interpreted toward the trend book development process by mainly focused on creating the design guideline, it can be used and applied for the music industry or brand manager who are interested to establish the popular music band, music label to use like a guideline for increasing valued of popular music reforming and improving visual identity, brand recognition and encourage more interest of audience.