"The real power of Harley-Davidson is the power to market to consumers who love the product.” Harley-Davidson’s President and CEO, Richard Teerlink says the bike represents to America, “the adventurous pioneer spirit, the wild west, having your own horse, and going where you want to go – the motorcycle takes on some attributes of the iron horse. It suggests personal freedom and independence” (Executive Excellence 6). Brand loyalty for Harley-Davidson is emotional. They are considered more than motorcycles-they are legends. It is an American icon brand. The Harley-Davidson symbol is based on a pattern of associations that include the American flag and the eagle; reflective of the passion and freedom Americans enjoy…
A desire to escape the routine and become anyone you like. While their competitors base their advertising on product technology and features, Harley promotes: a mystique appearance, individualism, the feeling of riding free, and the pride of owning a legend. With Harley, you can live out your fantasies, as well as experience camaraderie with fellow bikers."
So what did Harley-Davidson do to promote their brand? They marketed the Harley experience, not just the motorcycle.
Read more at A Case Study of Harley Davidson's Business Practices.
