CASE STUDY OF HARLEY

DAVIDSON
Subject: Fashion Brand Management

Submitted To:
Asst. Prof. Shikha Gupta

Submitted By:
Mahima Singhvi
1. What is the brand personality of Harley Davidson as per the study with proper justification?

The dominant value – Personal Freedom

Harley’s visual image is that of a bike alone on the open road somewhere in the vastness of
America, clearly expressing rugged individuality and personal freedom. It includes both,
freedom from confinement (as opposed to riding a car) and freedom from mainstream
values and social structure. The Harley-Davidson eagle logo is one such symbol of this
freedom.

Patriotism and the American Heritage

The brand visibly being an American brand is seen as a symbol of patriotism amongst its
owners. At the bike rallies the American flag and pro-USA messages abound. Even the most
popular tattoo in the United States is that of the Harley Davidson symbol.

Being Macho
Inspired in part by the outlaw bikers in “The Wild Ones”, the famed Marlon Brando picture
of the 1950s.Harley Davidsons are the biggest, heaviest, loudest and thus the most macho
motorcycles on the road .The Harley rallies are filled with symbolisms of maleness like black
leather, heavy boots and so more.

Broadening its brand imagery by drawing on the freedom value, the modern Harley user
may simply be a respectable outdoors person who enjoys traveling wherever the road leads.
The Harley motto- “Live to ride, ride to live”- appeals to many nonmacho potential buyers in
mundane jobs.

2.

What were the key

efforts made by the organisation to build the personality over the years which went right for
them?

 One of the unique feature of Harley Davidson is the involvement of the firm’s
personnel and dealers with customers and their experiences.
  The Harley Owners Group is a group of all those people owning an Harley and all the
activities related to this group are mostly sponsored or supported by the Harley
executives, employees and dealers.
 They get to know their customers intimately – the see to the Harley experience first-
hand ,including what features are clicking, how the bikes are being modified and
what suggestions the H.O.G members have.
 The H.O.G. members receive a bimonthly newsletter and attend weekly or monthly
meetings as well as motorcycle outings sponsored by dealerships.
 Has an amazing brand loyalty such that people get tattoos of the symbol of Harley
Davidson in fact it is the most popular design in America to get inked.
 The Harley Davidson has a clothing division too Harley MotorClothing which
customers can buy and wear to express themselves.

3. Summarise the Case with major events in your words.

 Most Popular tattoo in the United States is the Harley Davidson symbol
 There is a group of Harley owners called Harley Owners Group H.O.G. with over
250,000 members, there is a subgroup “Ladies of Harley” ,the 10% of Harley owners
being women.
 Approximately 42 state rallies are held every year in addition to many national club
rallies that includes the Spring Bike week in Dayton Beach
 In June,1993 more than 20,000 H.O.G. members and other 80,000 enthusiasts of all
kinds went to Milwaukee to celebrate the firms ninetieth anniversary.
 Two Oregon researchers have uncovered three core values of the brand being- 1.
Freedom 2. Patriotism 3. Being Macho.
 The Harley motto-“Live to ride, ride to live” appeals to its wide class of customers
including nonmacho potential buyers too
 The activities of H.O.G. are all sponsored or supported by the Harley executives,
employees and dealers. They get to know the customers personally to give a very
customised and intimate first-hand experience to the users.
 Harley Davidson is an extremely healthy company which sells nearly 1,00,000 bikes a
year which as much as it produces in a year as well.
 A decade ago the company was at the verge of perishing at the hands of the
Japanese manufacturers who delivered better quality at lower costs
 However the brand came back strong with serious quality improvements and strong
brand enhancing activities. The Japanese motorcycles focused more on the
functional benefits whereas the Harley Davidson owner is much concerned with
emotional and self expressive benefits.
 There is also Harley MotorClothing division as a part of the accessories business
which helps the customers express themselves even through clothing.