branding strategy of Harley Davidson
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branding strategy of Harley Davidson
- 7. HD’s motorcycle Shipments HARLEY-DAVIDSON, INC. NYSE: HOG Fact Sheet
- 8. World wide Revenue HARLEY-DAVIDSON, INC. NYSE: HOG Fact Sheet
- 9. 2009 Worldwide Retail Sales of Harley-Davidson Motorcycle HARLEY-DAVIDSON, INC. NYSE: HOG Fact Sheet
- 18. Positioning Expensive Good engineering Quality Innovative
- 38. Statiscal Analysis répétition % YES % NO % band 50 9 15 7 35 12 look 46 8 15 7 31 10 famous 30 6 8 4 22 7 bike 20 4 3 2 17 6 legend 22 4 4 2 18 6 leather jacket 22 4 4 2 18 6 USA 25 5 19 9 9 3 landscape 22 4 16 8 6 2 masculine 27 5 13 6 14 5 culture 21 4 12 6 9 3 travel 32 6 12 6 20 7
- 39. Brand structure Periph ery CULTURE Band Look Famous Brand Travel Legend Bike Core USA LANDSCAPE MASCULINE
- 41. Brand extensions
- 44. Core CULTURE Periph ery Band Look Famous Brand Travel Legend Bike Core USA LANDSCAPE MASCULINE
- 45. Brand alliances
- 48. Core Band Look Famous Brand Travel Legend Bike Core LANDSCAPE MASCULINE USA CULTURE Periph ery
- 50. Core Band Look Famous Brand Travel Legend Bike Core LANDSCAPE USA CULTURE MASCULINE Periph ery
- 54. Core Periph ery LANDSCAPE USA CULTURE MASCULINE Look Band Travel Bike Famous Brand Legend
- 57. Core Band Look Famous Brand Travel Legend Bike Core CULTURE USA LANDSCAPE MASCULINE Periph ery
Notas do Editor
- Beans: 66 - the road, 1903 - Year of creation of the brand, the eagle - America/freedom, the logo Harley Davidson, the US flag revisited by Harley Davidson, the star and the V-Twin engine),
- This successful co-branding, unmatched in the industry, offers customers true specialized truck luxury. The Ford brand linked with an industry leader to offer the best of the best.
- The tradition of customization and the ability to express an individual personality on a motorcycle is what makes Harley-Davidson so appealing to millions around the world. Gibson Guitar enjoys the same notion of customisation through its legendary guitars
- Most “failed” brand extensions don’t jibe with how consumers understand the core brand or just seem incongruous with a company’s existing product line
- While Harley Davidson’s core fans may have accused the company of ‘Disneyfying’ the brand, the real problem occurred when Harley Davidson attached its name to a range of aftershave and perfume.
- Extension in international work company: for example to follow bikes on the road, interview them… In French: Société de production