Building on a brand

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…