Harley davidson

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  • immediately shows that Harley Davidson is about more than only transportation.
  • Orange color in the Harley Davidson logo depicts Whereas the black color stands for
  • All motorcycles produced by the company, are sold with the name Harley-Davidson but sub brands are used to define the type of motorcycle and the target group. Examples of these sub brands are Superlow, Nightster, Fat Boy and Soft-Tail. Next to these sub brands, Harley-Davidson uses some line extensions. A good example of a line extension is the Fat Boy Low. It has the same design as the normal Fat Boy Motorcycle, but to appeal to women, it has been made lower so it is easier to handle and ride.
  • Harley davidson

    1. 1. HARLEY DAVIDSON
    2. 2. HISTORY  Founded in 1903 in Wisconsin, United States by William S. Harley, Arthur Davidson &William A. Davidson  Leading American manufacturer of Heavy weight motorcyles  The leading manufacturer of motorbikes market in the US  Sells through over 1500 dealers worldwide
    3. 3. INTRODUCTION • Strongest brands in the world with a very high level of brand recall • Market share of over 50% and employs about 6,900 people • Not only buying a motorcycle, buying “the Harley- experience”
    4. 4. BRAND MANTRA • Enjoy the ride • Escaping the daily humdrum of life and the experience “Harley-Davidson is not in the transportation business. It is, however, in the entertainment business.”
    5. 5. BRAND ELEMENTS Name Logo Shops Slogans
    6. 6. NAME • Ranked 100th in Inter brands top 100 brands • Freedom of the open road and all path leading to the same place • May not be meaningful or easy to spell
    7. 7. LOGO Shape • “Bar and Shield” • Macho feel and symbolizes strength, dignity and ruggedness. Colors • Cheerfulness, energy, activity and pride • Excellence and elegance of the company.
    8. 8. SHOPS • Offers a wide range of Harley-Davidson products • The employees working in the shops know all about the motorcycles and the brand. • Dealership has a shop logo, a design that says something about the dealership
    9. 9. SLOGANS • Consistent with the brand mantra • Freedom, entertainment and easy-riding – "It's not the destination, it's the journey.” – “Live to Ride, Ride to Live” – “The Road Starts here. It never ends”. – “It's time to ride.” – “Until you've been on a Harley-Davidson, you haven't been on a motorcycle”
    10. 10. BRAND ASSOCIATIONS
    11. 11. BRANDING STRATEGIES • Sub Brands  Sold with the name Harley-Davidson  Define the type of motorcycle and the target group  Superlow, Nightster, Fat Boy and Soft-Tail • Brand Extensions  line extensions  category extensions BAR JACKET SHOES BEER
    12. 12. COMPETITIVE BRANDS PROFILE • BMW, Honda, Suzuki, Yamaha and Polaris • BMW and Polaris- market share- strong competitors
    13. 13. POINTS OF DIFFERENCE • Harley-Davidson Owners Group • Engine sound • American Heritage • Design • Selling points
    14. 14. POINTS OF PARITY • Technology • Quality • Performance
    15. 15. Customer-Based Brand equity Pyramid
    16. 16. Marketing Strategies • Integrated marketing • Jumpstart • Harley-Davidson Owners Group
    17. 17. HARLEY-DAVIDSON OWNERS GROUP • 1983 - build longer-lasting and stronger relationships • More than 1 million members worldwide • Promote not just a consumer product, but a lifestyle • Branding effort, Brand centered around freedom and individuality • To receive feedback on products and to make improvements
    18. 18. Thank You

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