Harley-Davidson: Building a Brand Through Consumer Engagement

10 Pages Posted: 7 Apr 2010

See all articles by Paul Farris

Paul Farris

University of Virginia - Darden School of Business

Eric Gregg

iLoyalty

Abstract

This case describes the brand-building efforts of Harley-Davidson and some of the programs the company has used to maintain a dialogue with consumers. The case discussion is anticipated to focus on the causes, consequences, and threats to almost fanatical brand loyalty exhibited by Harley owners.

Excerpt

UVA-M-0698

Rev. Nov. 18, 2009

HARLEY-DAVIDSON:

BUILDING A BRAND THROUGH CONSUMER ENGAGEMENT

The company was one of the most recognizable in the world. Its brand was everywhere: motorcycles, T-shirts, even tattoos on the arms of its admiring customers. Even when auto companies struggled, Harley-Davidson reported great results in 2002:

· A net income of $ 0.5 billion, up 33% from the previous year

. . .

Keywords: Branding Loyalty Consumer dialogue

Suggested Citation

Farris, Paul and Gregg, Eric, Harley-Davidson: Building a Brand Through Consumer Engagement. Darden Case No. UVA-M-0698. Available at SSRN: https://ssrn.com/abstract=1585645

Paul Farris (Contact Author)

University of Virginia - Darden School of Business ( email )

P.O. Box 6550
Charlottesville, VA 22906-6550
United States
434-924-0524 (Phone)

HOME PAGE: http://www.darden.virginia.edu/faculty/farris.htm

Eric Gregg

iLoyalty ( email )

1001 SW 5th Ave
Suite 1520
Portland, OR 97204
United States
503-977-6295 (Phone)
503-228-1995 (Fax)

HOME PAGE: http://www.theloyalclient.com

Register to save articles to
your library

Register

Paper statistics

Downloads
382
Abstract Views
1,481
rank
76,287
PlumX Metrics