Page 3: The importance of a brand
Branding helps make products and services distinctive from those offered by rivals. Brands are generally based around a trade name e.g. HMV, Coca-Cola and Nike. A brand will usually incorporate a logo e.g. 'Nipper' the dog listening to His Master's Voice through a gramophone.
Equally important, branding is about creating brand values that customers come to associate with the product. HMV's core brand values are based firmly on customer service - the company seeks to give people the widest possible access to recorded music and home entertainment products through:
- outstanding product range across all genres
- knowledgeable and dedicated staff
- heritage & authority
- support for British Artists and New Music.
These are qualities for which HMV is recognised, appreciated and trusted by its customers.