harley davidson

HARLEY DAVIDSON

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

HISTORY

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”

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.”

Name

Logo

Shops

Slogans

BRAND ELEMENTS

• 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

NAME

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.

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

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”

BRAND ASSOCIATIONS

BAR JACKET SHOES BEER

• 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

BRANDING STRATEGIES

COMPETITIVE BRANDS PROFILE

• BMW, Honda, Suzuki, Yamaha and Polaris

• BMW and Polaris- market share- strong

competitors

POINTS OF DIFFERENCE

• Harley-Davidson Owners Group

• Engine sound

• American Heritage

• Design

• Selling points

POINTS OF PARITY

• Technology

• Quality

• Performance

Customer-Based Brand equity Pyramid

Marketing Strategies

• Integrated marketing • Jumpstart • Harley-Davidson Owners Group

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

Thank You