Building on a brand

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HMV has one of the world’s most instantly recognisable trademarks and its name is inextricably linked with the history of recorded music. Few, if any companies, have been more successful at establishing a brand image and associating it with its trading heritage, quality and service. This case study considers the importance of branding and the value of an established brand name when a company is looking to expand and to adapt its business in response to changing market conditions.  HMV In 1921 HMV opened its first store in London’s Oxford Street. Shopping in HMV’s first store was very different from today? retailing experience. The shop sold mainly HMV branded goods. It was also fairly exclusive; some customers had accounts and were often served on a one-to-one basis. Outside of London, HMV products could only be purchased from exclusively appointed dealers. By the late 1950’s and early 1960’s all this changed: The 45-rpm single format was introduced and artists like Elvis and The Beatles heralded the start of a rock ‘n’ roll revolution. HMV began to expand and set up stores in major cities like Manchester, Leeds and Glasgow. Each stocked thousands of titles produced by different manufacturers as record buying…

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