Building on a brand
A HMV UK case study

Page 1: Introduction

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...
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Page 2: 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...
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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...
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Page 4: Building a brand

HMV has been building its brand for over 80 years through:stocking the widest possible range of titles, based on trading experience and an appreciation of customer requirementsbuilding a relationship with its customers - always seeking to be the first to offer new products, releases and 'added-value' wherever possiblerecruiting and training knowledgeable staff, dedicated to providing the best...
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Page 5: The market

The market for pre-recorded music is becoming increasingly polarised. At one end are 'discount' retailers who may use products as loss leaders to gain share from each other. At the other end are specialist stores like HMV, which focus on providing a quality service based on added-value, product knowledge and range.HMV believes in providing music, DVD's and games for people in whatever format...
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Page 6: The retail experience

For many people, shopping is a pleasurable, social experience. Interacting with staff in vibrant store interiors creates its own buzz and, for many, beats Internet browsing and downloading. Spending time in a music store is something we are all familiar with from an early age. Indeed, you probably still have an affectionate memory of your first record or CD purchase, and of the excitement and...
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Page 7: Looking forward

The big opportunities for retailers in the music industry are the:rapid developments in technology and the products on offerchanging nature of customers' expectations. Over the years HMV has stocked and sold it all, including: 78s; LPs; audio cassettes; CDs; Mini Discs and now DVD. As the leading specialist retailer in this market, HMV has to be part of this process of change, and to anticipate...
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Page 8: Conclusion

As one of the world's most recognised names HMV realises the importance of adapting to meet the requirements of customer demands. Brand heritage and reputation are key factors in giving an organisation status and competitive advantage but these strengths must be built on continuously in a market place characterised by ever-changing developments in technology and rising customer expectations...
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