Harley Davidson's Brand Management

Harley Davidson's Brand Management

Introduction

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. While the core product of the company is a motorcycle, the Hailey Davidson brand is unique from all other motorcycles brands in terms of its promises, personality traits, influence, and customer loyally (Halinen, 2002).

Harley Davidson's brand personality

The chosen brand personality of Harley Davidson is Nicolas Cage. The reason of choosing Nicolas Cage is because of his action in the famous movie Ghost Rider.

Harley Davidson Inspires Women

Those facts have led Harley-Davidson to create some of the most innovative campaigns and programs targeting women. In addition to creating specific women-focused activities during major motorcycle events such as Daytona Bike Week, last year Harley-Davidson updated the Harley-Davidson.com/womenriders website, dedicated to educating and entertaining those women who are interested in riding, with a focus on women's inspirational stories. “We are not selling tissues,” says Prevish. “We are not a product that every woman may want or need. We dig deep into the psychographics of our female consumers and build our strategies around helping the women most likely to seek adventure and live life to the fullest to start their own Harley-Davidson journey. We know from research that women riders talking about their experiences is a huge motivator for others to say, 'if she can do it, so can I.'”

As they engage their consumers, they are also working to engage their many dealerships. This month, more than 400 dealerships will be hosting a “Garage Party”. These women-only social events ...