Recomendados
Mais conteúdo relacionado
Mais procurados
Mais procurados (20)
Semelhante a Brand identity _ Harley Davidson
Semelhante a Brand identity _ Harley Davidson (20)
Último
Último (20)
Brand identity _ Harley Davidson
- 2. I. HISTORY II. MARKETING MIX III. VALUES IV.CONCLUSION SUMMARY
- 4. MARKETING MIX PRODUCT “A noise that your youngest child recognizes” • 8 product lines • 32 models • Accessories for the bike • Motors clothes merchandises
- 5. MARKETING MIX PRICE “Excellence at a cost” 6950 € to 37650 € Street 750 – Tri Glide Ultra
- 6. MARKETING MIX PLACE “Selective distribution” • Authorized H-D Dealers • Authorized H-D Rental Dealers • Harley-Davidson Online Store • 123 dealers in France
- 7. MARKETING MIX PROMOTION “The exclusivity should be transpired” • Personal selling (field selling) • Public relations • Advertising • Sales promotion • Direct marketing • Product placement
- 8. VALUES OF H&D • H&D motorcycles have a style, an engine character and a special sound that generate loyalty among the brand’s customers. • Engine noise is a signature : “We know it’s a Harley when we hear it, even before seeing it.” • Technical innovations The motorcycles
- 9. VALUES OF H&D • The H&D brand still on the 100 most recognized brands in the world. • Harley, the American dream: Travel agencies offer to cross Road 66 on a motorcycle H&D. • Mythical and legendary brand that has spend periods and crises. Harley products are important investments in cinema and many evocations of the brand in music. The brand power
- 10. VALUES OF H&D • Strong image with grouping, fan clubs present at the international and federated under the name “Harley Owner’s Group” with about 100.000 participating members. • The H.O.G became the world’s largest motorcycle club with 1 million members worldwide. It’s also, the world’s largest fan clubs. • New target appears Its community
- 11. CONCLUSION Harley Davidson is the real American Dream since 113 years. Over the years, this brand has managed to mordernize its image and to stay legendary.
Notas do Editor
- H&D motorcycles have a style, an engine character and a special sound that generate loyalty among the brand’s customers. The bikers who don’t participate in this cult are outdated because they often have a collection of machine look but they are more modern than we think. Engine noise is a signature : “We know it’s a Harley when we hear it, even before seeing it.” Technical innovations are constant that allows customer loyalty and meets the demands of customers.
- The H&D brand still on the 100 most recognized brands in the world. Harley, the american dream : Travel agencies offer to cross Road 66 on a motorcycle Harley Davidson. Mythical and legendary brand that has spend periods and crises. Harley products are important investments in cinema and many evocations of the brand in music.
- Strong image with grouping, fan clubs present at the international and federated under the name “Harley Owner’s Group” with about 100.000 participating members. The H.O.G became the world’s largest motorcycle club with 1 million members worldwide. It’s also, the world’s largest fan clubs. New target appears : younger costumers, upper class, who loves the vintage look of theses bike. Hedonistic approach of the brand : they drive cool, they appreciate good food and ride with friends.