2. HISTORY
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
3. 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”
4. 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.”
6. NAME
• 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
7. 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.
8. 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
9. 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”
11. BRANDING STRATEGIES
• 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
BAR
JACKET
SHOES
BEER
12.
13. COMPETITIVE BRANDS PROFILE
• BMW, Honda, Suzuki, Yamaha and Polaris
• BMW and Polaris- market share- strong
competitors
14. POINTS OF DIFFERENCE
• Harley-Davidson Owners Group
• Engine sound
• American Heritage
• Design
• Selling points
18. 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
immediately shows that Harley Davidson is about more than only transportation.
Orange color in the Harley Davidson logo depicts Whereas the black color stands for
All motorcycles produced by the company, are sold with the name Harley-Davidson but sub brands are used to define the type of motorcycle and the target group. Examples of these sub brands are Superlow, Nightster, Fat Boy and Soft-Tail. Next to these sub brands, Harley-Davidson uses some line extensions. A good example of a line extension is the Fat Boy Low. It has the same design as the normal Fat Boy Motorcycle, but to appeal to women, it has been made lower so it is easier to handle and ride.
