BRAND-BUILDING

Unit 2 - Brand-Building

Yvonne N. Adams

AIU Online

Abstract

This paper is divided into two parts, first part provide details of an interview with a consumer and discusses the brand equity and brand positioning of concepts. Part 2 identifies market segments and targets, market Positioning and brand equity of Harley-Davidson.

Brand Building

PART 1: Primary Research and Text Application

A loyal consumer of Harley-Davidson has preferred this brand of motorcycles since her teenage years. The consumer is a 35 year old female Rita. She works in a multinational food chain. When asked about brand preference, this individual responded that she might try an other popular brand but brand loyalty is related with the liking, quality and personal preferences.

Enthusiastic Harley-Davidson fans are global and diverse in ethnicity. They range in age and vary in income. Rita is also a die-hard Harley-Davidson fan who has been dreaming about the day she would own a Harley- Davidson. At last, she got her first Harley-Davidson in 2005. She also bought Harley-Davidson Screamin' Eagle Road King. She has customized her rides by adding extra pipes and changing pipes, and says she thinks of no expense when it comes to her Harley-Davidson bike. Rita own more than 75 vests, Harley-Davidson T-shirts, boots, sunglasses, jeans, key chain wallet, and also a Harley-Davidson tattoo. Her car also has a HD sticker, and she is a also a motorcycle collector. She exclaims that this is a Harley-Davidson obsession. She also remembers Harley-Davidson's history. She is a member of a Harley-Davidson motorcycle club, and says there's a friendship among Harley-Davidson riders, whether you know them or not, that puts her in the same Harley-Davidson family.

When asked how well does Harley-Davidson satisfy the basic needs of the consumer, he replied that he is quite satisfied with the brand in terms of everything, comfort, price and quality. He also thinks this brand as much reliable and it is also durable and serviced easily. He also finds it very stylish brand. She thinks that she grew up with the brand and her overall opinion of this brand is very good and loyal. Whoever she meets, she recommends Harley-Davidson to others. In the end she said, “I really love Harley-Davidson”.

PART 2: Secondary Research in the Databases

Harley-Davidson (Harley) is one of the leading automotive companies, which produces heavyweight motorcycles, motorcycle parts, accessories, apparel and general merchandise. The company also provides financial services such as wholesale and retail financing ...