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I believe that the belief that Best Buy had the brand strength to crack the UK market was reasonable given its strength in the USA. The key issue however is that outside of retail the general public did not recognise the name, much in the same way that Walmart means little to the general public and hence the parent group chose correctly to levrage the ASDA name instead. In the case of Best Buy DSGI have taken the format and replicated it with the combined PC world and curry's format sucessfully as the UK customer recognises and trusts the brand.