harley-davidson - david eberle · strategic brand management protect. build leverage idenfy success...
TRANSCRIPT
Build
Leverage
Iden.fy
Success
Strategic Brand Management
Protect
Positioning of Brand in the Market
Instruments: Marketing Techniques Goals: • Increase the perceived value of the product • Increasing brand franchise and equity • Increase sales • Long-term advantage
Build Define Brand Iden.ty Use Marke.ng Tools (4Ps)
Leverage U.lize Brand Assets
Iden.fy Customer’s percep.on of brand
Protect Policies to avoid dilu.on of brand
Build
Leverage
Iden.fy
Success
Strategic Brand Management
Protect
Masculinity Freedom
Power Community
Build
Leverage
Iden.fy
Success
Strategic Brand Management
Protect
Build
Leverage
Iden.fy
Success
Strategic Brand Management
Protect
Build
Leverage
Iden.fy
Success
Strategic Brand Management
Protect
Sales United States
Europe
Japan
Canada
Others
Gender
Male
Female Repeated
buyers
Switchers
First-time purchasers
Customers
88% 52%
Build
Leverage
Iden.fy
Success
Strategic Brand Management
Protect
Build
Leverage
Iden.fy
Success
Strategic Brand Management
Protect
1903
2008
SUCCESS
Build
Leverage
Iden.fy
Success
Strategic Brand Management
Protect
Harley-Davidson
53% Honda 15%
Suzuki 14%
Yamaha 10%
Kawazaki 8%
US Market Share 2007
Rank 64 Value: $10,269 Million
Build
Leverage
Iden.fy
Success
Strategic Brand Management
Protect