Edition 8 Building on a brand

This branding case study considers the importance of branding and the value of an established brand name when a company such as HMV is looking to expand and to adapt its business in response to changing market conditions.

  1. Introduction
  2. HMV
  3. The importance of a brand
  4. Building a brand
  5. The market
  6. The retail experience
  7. Looking forward
  8. Conclusion