Harley-Davidson: Building a Brand Through Consumer Engagement
10 Pages Posted: 7 Apr 2010
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: Suggested Citation
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Harley-Davidson: Building a Brand Through Consumer Engagement
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