1. Kuester 1
Nicole Kuester
Professor Olson
Mktg 371
March 19, 2015
Why Harley Davidson and Victoria’s Secret are More Similar than They Seem
a. How does the brand develop meaning for consumers?
1. What are the actual symbols?
Victoria’s Secret’s symbol is a two-toned pink shield with the letters V and S
overlapping. Their colors are pink, black and white with the icons of wings and a dog
terroir. There is a light and sweet smell to the store, (this could be from the perfume
samples and not deliberately scented). The texture is a mix of bold and softness. The
models, referred to as ‘Angels’ are the company’s personification of the brand or
anthropomorphizations. These ‘Angels’ convey the brand through their marketed laid-
back happiness, confidence and sex appeal.
Harley Davidson’s symbol is a bar with the name Harley-Davidson across a shield that
reads “motor company”. Their colors are orange, black and white with an eagle,
flames, skulls, a hog and a feather as symbols. The smell of leather radiates the store
and the texture is sturdy and dependable.
2. Jingles, slogans, repeated messages
Victoria’s Secret creates different messages for different lines of product such as “the
perfect body” or “a body for everybody” but does not have one for the entire line. A
sub division of the company, Pink has “Love Pink” but this is not a representation of the
corporation as a whole. Harley Davidson on the other hand has several slogans such as
“it’s not the destination, it’s the journey”, “live to ride, ride to live” and “it’s time to
ride”.
3. People associated with the product- employees, other consumers
Celebs such as Heidi Klum, Taylor Swift and Adam Levine are associated with the
‘Angel’ models of Victoria’s Secret and therefore the brand. Klum has a longstanding
history in modeling, Swift performed at the last two annual fashion shows and Levine is
married to model Behati Prinsloo. These connections raise the status of the lingerie
chain, create excitement and increase the number of potential buyers. Harley Davidson
has had endorcement deals with athletes such as the Ultimate Fighter Michael Chiesa

2. Kuester 2
and the legendary motorcycle stuntman Evel Knievel. The endorsements give the
company a sense of pride and awe.
4. Temporal and spatial effects- time and space attitudes associated w/brand
The feel of walking into a Victoria’s Secret store is comfortable and exciting. The flow
of the store is harmonious with a French style. The clothing is displayed neat, orderly
and with a good deal of space in between as to allow an opportunity to look at each
piece. Fun, yet soft music is background noise to greetings and assistance of
salespeople who work with customers individually to ensure a good product fit. This
gives way to the feel of a time that is neither in the past nor does it seem to be the
present or future. Time is lost to this created dream world.
Biking to a Harley-Davidson dealership is all about the moment. The brand represents
the time of now. In many showrooms there are couches, televisions, vending machines
and in some even barber and coffee shops. The large and open layout of the place
gives the feeling of being outdoors and searching the vast array of products becomes
an adventure. Country and classic rock play in the background as customers brag
about a new part they have or a ride they are planning.
5. Objects and other brands associated with the brand
Pink is a sub-company of Victoria’s Secret. They have a younger and sweeter feel with
bright colors and prints. There is a greater variety of products such as travel bags,
sandals, laptop cases and much more. Otherwise, they stand alone in the industry.
Harley Davidson is associated to the Hells Angels, a biker gang who primarily rides
Harley bikes and make up a small but significant band of criminal motorcyclists with
members all over the world. The larger, and more popular association is with the
United States. The company began with two brothers and a friend in Milwaukee,
Wisconsin in 1901 and grew to great racing, stunts and significant production for the
military in World War I and II. Their story represents the American Dream.
b. What is the relationship consumers have developed with the brand?
1. What is the type of relationship the majority of consumers have developed with
brand?
Most customers of Harley Davison fall into the committed partnership relationship.
They chose this brand and are extremely loyal. Community and reliability of those who
own a Harley bike is strong. This love and commitment is shown on long rides and

3. Kuester 3
numerous charity events that become a way of life for countless members. Victoria’s
Secret is a best friend. From positive and rewarding experiences becomes a fun and
trusting atmosphere where you can be comfortable and happy. This is where you turn
to for needs of this nature to be met. Intimacy and honesty is key.
2. Are there secondary groups of consumers who have a different relationship with
the brand?
Although created in 1977 by Ray Raymond to be a store where men could buy intimate
gifts for significant others, Victoria’s Secret’s customer base is primarily young females.
Men have a relationship of compartmentalized friendship with the company. It is a
place they tend not to go often and when they do it is for a special occasion. Questions
can be addressed in the store and once the purchase is made, the dead is
accomplished.
Harley Davidson customers tend to be middle aged males who are patriotic and a bit
rough but good people. Though the infamous 1% or Hells Angels are a group who
have partially taken over the brand. They are dependencies to the company as the
relationship is believed irreplaceable. A Harley is the only bike that can be ridden by
this group and an enormous sense of identity is associated with them.
c. How does the culture embed the product with cultural or shared values and then
pass that through to the individual following the McCracken Theory of the Meaning of
Things.
1. What the cultural values are
The cultural values for Harley Davidson are the same for the United States of America.
The belief for freedom trumps all else. The freedom that comes from a strong military,
which they heavily support, the freedom to travel at will and without restrictions and
the freedom to drink, smoke and get tattoos. It is praised to take care of your bike,
respect and help those in need, especially children, animals and those who are or have
served in the military. Community and loyalty among family, biker or biological is
significant.
Victoria’s Secret’s core value is comfort. It was created from the desire for men to be
comfortable but it has grown to include women, and from their comfort they are
empowered and given the confidence to feel sexy. Desirability balanced with class is
important. It would not be inappropriate for a child to be in such a store with their
parent or older sibling, though they would probably be bored. The company provides
excitement and fun in a welcoming environment.

4. Kuester 4
2. How they are transferred to the product by the marketing systems
Motorcycles give riders the power to move. When there is traffic, considerable time can
be saved with the allowance of lane splitting and with the instant bond of fellow riders
there are people to spend time with all over. Many military members become
customers and enjoy the patriotism. Events such as trips, poker nights, and charity
rides, as well as dealerships as communal hubs give the sense of togetherness and
community.
Clothes that are made well, fit well and are allow you feel good create comfort.
Victoria’s Secret has employees who do bra fittings for free every day in stores and who
work with customers and help with individual needs to ensure quality. Fitness lines
with sports bras, reusable water bottles, yoga pants and mats are a few examples that
the clients and corporation realize health is an important factor in feeling confident and
comfortable in one’s skin. To look good one strives to feel good.
3. How they are housed in the product/brand
Fun and excitement is derived from semi-annual sales, monthly and birthday gifts, new
lines of merchandise and the annual fashion show. Class and sex appeal is
accomplished with mystery. For example, Victoria’s Secret bags have pink stripes and
their name with ribbon handles and tissue paper sneaking out. It is a nice carrier that
is not shameful. Onlookers know Victoria’s Secret sells intimate apparel but they do not
know what is in your bag. There is a status about walking with that little pink sack and
comfort knowing no one but you truly knows what is inside.
The numerous icons of Harley is representative that in America there can be choice and
choices are certainly provided. The model of bike, customization, equipment, use and
activities are all up to the customer. The company know that the patrons are decent
and caring folks and so give back and get involved by store, region, nationally and
globally.
4. How the consumer extracts that meaning.
Customers of Victoria’s Secret see yoga pants in the store and a picture of an ‘Angel’,
then relate the two together. Yoga pants which are comfortable are now associated
with sexiness and the pair blend. Harley Davidson clientele see a poster of an open
road with a bike or a wounded veteran being helped and are reminded that there is
greatness in America to travel and explore but it comes at a cost and giving back is
important.

5. Kuester 5
5. How that creates brand equity, value with the consumer.
A company with strong brand equity, or a well-known and positive name tends to be
worth more than a company without. Both Victoria’s Secret and Harley Davidson have
strong brand equity due to their strong history, understanding of their market,
customers and keeping with the founding principles. Customers appreciate knowing
that the companies they trust will remain true and are loyal due to this.
d. Compare how these two brands differ and are similar.
Victoria’s Secret and Harley Davidson on the outside appear to be true opposites but in
many cases there are similarities. Both have a shield in their logo and a dog and wings
as icons. Branding is strong and bold. The secondary color for both is black with clean
and organized stores. Celebrities have been associated positively with the companies.
Stores have a way of bringing a happy and exciting time out of customers in large
spaces with various departments. Relations between customer and company is close
and strong for the two businesses with high levels of trust and loyalty. There is
concern by some however, of the bad behavior stigma for bikers and the thin sizes of
the ‘Angel’ models as a negative influence.
The clientele of both brands is looked at by the companies as a strong and
independent. There are core customer groups but all are welcomed and at Harley
Davidson so are pets. The products, which are expensive and have an attainable, yet
elite status empower customers to feel confident and take action in their lives. The
brand is created by the customers and the customers define themselves with the
products.
A difference of Harley Davidson to Victoria’s Secret is not having anthropomorphizations
like the ‘Angels’ but slogans instead. This is aligned with the image of Harley Davidson
as grounded in roots and classic, where Victoria’s Secret strives to be new, exciting and
evolving. Victoria’s Secret stores have elegant furniture and clean lines that is
reminiscent of a boudoir, where Harley Davidson has an outdoor feel that is all
American with pin-up girls on the wall and TVs. There are numerous windows and tall
ceilings allowing for natural lighting in Harley Davidson contrasting Victoria’s Secret’s
pocketed rooms lit by countless individual lights providing a secluded ambience.
The targeted customer base of Victoria’s Secret is women between the age of 16 and
40 and the patrons are getting younger. Harley Davidson’s customer base is white,
male baby boomers that are getting older. The clientele also differs in a clean, soft,
fresh and kind look as opposed to a large, gritty, dark, tattooed and pierced look.
Lastly, enjoyment varies from lounging on a tropical beach to exploring the open road
of America.