Harley-Davidson: Building a Brand Through Consumer Engagement

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