2. • What is HARLEY DAVIDSON?
Harley Davidson Builds big beautiful American
motor cycles for motor enthusiast who wants
their motor cycle and their products to be
symbols of strength, freedom and individuality.
Introduction to the Legend…
3. • Where it was founded & by whom?
Founded in 1903, Milwaukee,
Wisconsin.
First Harley-Davidson Bike
William A. Davidson, Walter Davidson, Sr.,
Arthur Davidson and William S. Harley
4. The Mission Statement
Competitors of Harley Davidson in the Global Context
Fulfilling dreams of personal freedom is more than a phrase. It’s our purpose and our
passion. We bring a commitment of exceptional customer experiences to everything
we do – from the innovation of our products to the precision of our manufacturing –
culminating with our strong supplier and dealer networks. We are Harley-Davidson.
The Current Network (Main)
North America
Europe
Brazil
South East Asia
5. Brand Positioning
Brand Positioning is the act of designing a company’s
offering and image to occupy a distinct place in the mind of
the target market
Figure 1: Brand positioning of HD in
comparison to competitors
6. Point of Difference Point of Parity
Style Quality
Prestige Service/Maintenance
Luxury Recognition
Brotherhood/Family
Extension of the Brand
Harley Davidson – King of the Road
Table 1: POD and POP for HD in comparison to competitor brands
7. BRAND EXPERIENCE…
• What’s Brand Experience?
- Brand experience comes from what people see in a brand,
how it makes them feel, evoking their emotions it also comes
from how your peers feel about the brand and how they
perceive it. Brand experience is not the product itself but what
the product does to the customer. It is the selling of
emotions. Even if people forget the brand they will always
remember how it made them feel.
- Harley-Davidson is not just selling bikes, but the Harley Experience.
8. • Brand Experience Of Harley Davidson
- Harley riders have a saying, “If I have to explain, you wouldn’t understand.”
- It’s an experience like no other, and it is crucial to the selling of Harley-Davidson.
Freedom – Promise Of Open Road Rebellion
9. Brand personality is the way a brand speaks and behaves. It means assigning human
personality traits/characteristics to a brand so as to achieve differentiation. Brand
personality is nothing but personification of brand.
“Every Brand has its own brand personality”
BRAND PERSONALITY…
10. HOG – Harleys Owners Group
A community of buyers who not own just
the product, but belongs to the Harley way
of life – freedom empowerment,
individualism.
Sponsored Rallies & Gatherings
Harley owners could participate in rallies
& share experience of them in their
gatherings.
11. Brand Extension…
Question : How to increase profits from a successful
product ?????????
Answer : Brand Extension………
12. Brand Extension…
Licensing helped Harley Davison to further extend their brand name spending
almost nothing with less effort. Harley Davidson hand picked the manufacturers
and gave them the authority to produce quality products under the legendary Bar
and Shield Logo.
Licensing
13. Brand Association…
• Combining an unknown brand with a known commodity of the target
market and creating a positive image for the unknown brand is called as
brand association.
14. Brand Association…
• Harley Davidson sponsored music festivals and reformed the Harley racing
team. They even give away their products to artists free of charge.
15. BRAND CONSISTENCY…
• What’s is Brand Consistency?
- Brand consistency is where a business attempts to communicate messages in a way that
doesn’t detract or wander away from the core brand proposition.
16. IMPORTANCE OF BRAND CONSISTENCY…
• Why is Brand Consistency important in marketing?
Differentiate from competitors
Increase customer recognition.
Reinforce your identity
17. • Brand Consistency Of Harley Davidson
“Leading Brands become leading Brands.”
Dealer Development - Understand Customer Needs
Strategic Growth Plan - 15% Annual Growth Plan
Designer Store Program - Remodel for all Dealers
Bonus Bucks - Dealer Margin
Harley Davidson University - Confidence & Enthusiasm
Double Humped Camel - Annual Sales
Advertising Budget - Light weight Motor cycles
18. • BRAND WELFARE…
“Brand welfare is maintenance, over time, of the brand’s desired image”
A commitment to your community - Giving is good for the soul
Community Involvement - Donate a percentage of the sales
The Muscular Dystrophy Association - Money for Research & Support
A Commitment to Your Customers - Customer Loyalty
Advocates for the Brand - Customer Relationship
20. • Brand Awareness
This is the extent to which a brand is
known amongst the public. Brand is
considered by consumers at the point of
purchase.
• Brand Acquiring
Brand acquiring is acquiring a successful
brand from a successful company. A
great example is that Google acquired
YouTube .
21. • Brand Licensing
Using an established brand or a brand which is already success by licensing that
particular brand. As an example, a beer company located in Europe could lease its
brand name to an American brewer.
22. LEARNING FROM THE CASE STUDY & HOW THE LEARNING HELPED
TO ENHANCE
THE KNOWLEDGE AND THINKING…
