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