The name His Master’s Voice was coined in 1899 by English artist Francis Barraud for a painting of his brother’s fox terrier, Nipper. This was purchased by the Gramophone Company of Britain for 100 pounds and used it as banner for its stores., eventually shortening  the name to HMV. Gramophone ultimately became part of the EMI Group — a record label. EMI spun off HMV shops in 1998. The company faced financial collapse which could mean closure of 230 shops and retrenchment of employees. HMV has 53 trade marks registered with Britain’s IPO such as His Master’s Voice, HMV Headphone Hut, HMV Gate Closer, Nipper’s image as a trade mark for business ranging from clothing to toys to coffee shops.

The company owns trademarks in the US and across Europe.

The brands may be down but the so-called phoenix brands can be revived for new applications and uses.

In the US, Victor Talking Machine — a phonograph maker used Nipper as a trademark. It then passed on to Radio Corporation of India in 1929. Nipper today is used on radios by RCA Trademark Management (part of French entertainment company). JVC Kenwood (subsidiary of RCA Victor) owns Nipper in Japan.

HMV can thrive in its new incarnation if it establishes its credibility in a new segment and can appeal to customers.

HMV in India was established in 1901. The Gramophone Company of India was incorporated in 1946. In 1985, it was taken over by the RPG Group.The company’s name has been changed to Saregama India.