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Harley davidson


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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”
  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