Harley Davidson

Harley Davidson

Harley-Davidson was incorporated in 1981. It operates in the motorcycle industry which accounts for 80.0% of the corporation's revenue. The primary business of Harley-Davidson's motorcycles segment is to design, manufacture and sell premium motorcycles for the heavyweight market. Harley Davidson is an iconic brand. This paper aims to identify the role of branding in the success of Harley Davidson. It has critically evaluated the successful the marketing strategy adopted by Harley Davidson.

The company was founded in the early 1900s and the brand has survived World Wars, the Great Depression, and the rise of both foreign and domestic competition. ...