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BRAND
IDENTITY
I. HISTORY
II. MARKETING MIX
III. VALUES
IV.CONCLUSION
SUMMARY
HISTORY
1903
1908
1913
1920
1929
1970 2003
1983
MARKETING MIX
PRODUCT
“A noise that your
youngest child
recognizes”
• 8 product lines
• 32 models
• Accessories for the
bi...
MARKETING MIX
PRICE
“Excellence at a cost”
6950 € to 37650 €
Street 750 – Tri Glide Ultra
MARKETING MIX
PLACE
“Selective
distribution”
• Authorized H-D Dealers
• Authorized H-D Rental
Dealers
• Harley-Davidson On...
MARKETING MIX
PROMOTION
“The exclusivity should
be transpired”
• Personal selling (field
selling)
• Public relations
• Adv...
VALUES OF H&D
• H&D motorcycles have a
style, an engine character
and a special sound that
generate loyalty among the
bran...
VALUES OF H&D
• The H&D brand still on the 100
most recognized brands in the
world.
• Harley, the American dream:
Travel a...
VALUES OF H&D
• Strong image with grouping, fan
clubs present at the international and
federated under the name “Harley
Ow...
CONCLUSION
Harley Davidson is the real
American Dream since 113
years. Over the years, this
brand has managed to
morderniz...
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Brand identity _ Harley Davidson

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The brand identity of Harley Davidson, the most popular motorcycle's brand.

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Brand identity _ Harley Davidson

  1. 1. BRAND IDENTITY
  2. 2. I. HISTORY II. MARKETING MIX III. VALUES IV.CONCLUSION SUMMARY
  3. 3. HISTORY 1903 1908 1913 1920 1929 1970 2003 1983
  4. 4. MARKETING MIX PRODUCT “A noise that your youngest child recognizes” • 8 product lines • 32 models • Accessories for the bike • Motors clothes merchandises
  5. 5. MARKETING MIX PRICE “Excellence at a cost” 6950 € to 37650 € Street 750 – Tri Glide Ultra
  6. 6. MARKETING MIX PLACE “Selective distribution” • Authorized H-D Dealers • Authorized H-D Rental Dealers • Harley-Davidson Online Store • 123 dealers in France
  7. 7. MARKETING MIX PROMOTION “The exclusivity should be transpired” • Personal selling (field selling) • Public relations • Advertising • Sales promotion • Direct marketing • Product placement
  8. 8. VALUES OF H&D • H&D motorcycles have a style, an engine character and a special sound that generate loyalty among the brand’s customers. • Engine noise is a signature : “We know it’s a Harley when we hear it, even before seeing it.” • Technical innovations The motorcycles
  9. 9. VALUES OF H&D • The H&D brand still on the 100 most recognized brands in the world. • Harley, the American dream: Travel agencies offer to cross Road 66 on a motorcycle H&D. • Mythical and legendary brand that has spend periods and crises. Harley products are important investments in cinema and many evocations of the brand in music. The brand power
  10. 10. VALUES OF H&D • Strong image with grouping, fan clubs present at the international and federated under the name “Harley Owner’s Group” with about 100.000 participating members. • The H.O.G became the world’s largest motorcycle club with 1 million members worldwide. It’s also, the world’s largest fan clubs. • New target appears Its community
  11. 11. CONCLUSION Harley Davidson is the real American Dream since 113 years. Over the years, this brand has managed to mordernize its image and to stay legendary.

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