Harley-Davidson Case Study Analysis

1903 Words Mar 6th, 2012 8 Pages
Strategic Brand Management

Case study: Harley-Davidson

Contents

Question 1 3 Question 2 5 1. Brand elements 5 2. Criteria 6 Question 3 8 1. Custom Vehicle Operations program (CVO) 8 2. Harley Owners Group (HOG) 8 3. Bar café 8 4. Exchange of motorcycle 9 5. Companies can learn from H-D 9 Question 4 10 1. Definitions 10 2. Equally successful 10 3. Non-equally successful 10 4. Co-branding or not? 11

Question 1
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Make a detailed SWOT Analysis of the Harley-Davidson Company, paying particular attention to the marketing mix (Product, Price, Promotion, Distribution, Personnel)

STRENGTHS | WEAKNESSES | * Net income of 2003 was $760mn,
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Name of motorcycles:

The first letter reveals the engine series, the second one the front head , the third one the frame style and the last one the frame family. http://www.factoryfat.com/hdbikemodels.html Characters:

The Harley-Davidson brand characterizes the mid – forties American willing freedom by riding wildly without any constraints. Slogan: “Ride free”, “The Wild Ones”, “Easy Rider”

2. Criteria
Memorability:
The names, the symbol and the logo of H-D are known by everyone.
In fact, the logo is easily recognized by customers.

Meaningfulness:
American flag and the eagle allow the association between the brand and its country of origin. IN fact this symbol recalls the customers that Harley-Davidson is the best American motorcycle producer.
The name can also give historical references to customers. Harley and Davidson are the co-founders names.
The name of the motorcycle helps the customer to recognize the products.

Likeability: This brand has this image of “free riding “ride wildly without any constraints. Many people and customers look for that “freedom”.
Moreover, American customers like the fact that the American flag because they are a very patriotic country.

Transferability:
H-D is a unique product and lifestyle which represent the same symbol all around the world.
The “ride free” slogan and the “easy rider “ one can be easily transfer to other market segments such as Europe

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