HMV: Building a brand
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| HMV has been building its brand for over 80 years
through: |
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- stocking the widest possible range, based on experience and an
appreciation of customer requirements
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- building a relationship with its customers – always seeking
to be the first to offer new products and releases, and to give
‘added-value’ wherever possible
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- employing knowledgeable staff, dedicated to providing the best
possible service
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- creating vibrant store environments in key shopping locations.
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| HMV reinforces its positive brand image through
advertising and other promotional activities. HMV currently uses the
advertising strapline ‘Top Dog for…’ This clever play on words
is simple, direct and versatile. Through it, HMV can claim to be
‘Top Dog for Music, Video and Games’, ‘Top Dog for Jazz’,
‘Top Dog for Christmas’, ‘Top Dog in London’ etc. |
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| Customers are likely to be loyal to a brand in
which past experience has built trust. John Lennon was a frequent
visitor to HMV’s Oxford Street store, whilst Michael Jackson is
also a regular shopper. |
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| Brand loyalty is important because, as with many
other sectors of retailing, there is fierce competition between
rival stores. |
