Rebuilding the Brand: How Harley-Davidson Became King of the Road

Rebuilding the Brand: How Harley-Davidson Became King of the Road

by Clyde Fessler


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Product Details

ISBN-13: 9781621534259
Publisher: Skyhorse Publishing
Publication date: 10/28/2014
Edition description: Reprint
Pages: 128
Product dimensions: 5.90(w) x 8.90(h) x 0.50(d)

About the Author

Clyde Fessler is the former vice president of business development for Harley-Davidson Motor Company and currently works as a marketing consultant and business speaker. He held several positions while with Harley-Davidson, and he was integral in restructuring the Harley reputation from that of a broken-down piece of junk into a stellar power machine. A graduate of Notre Dame, Clyde enjoys fulfilling his dream of touring the world on a Harley-Davidson motorcycle.

Table of Contents

Harley-Davidson Chronology: 1978-1996 ix

Introduction 1

Brand Experience 5

What Is Brand Experience 6

Brand Personality 6

The Harley Personality 7

The Route to Quality 9

Bonding with Customers 13

Harley-Davidson, All-American 14

HOG 15

Rider's Edge 18

The Super Ride Program 20

Brand Extension 23

What Is Brand Extension? 24

Your Customers First 26

Marketing Strategy 27

Harley-Davidson Motor Accessories 28

Harley-Davidson MotorClothes 30

Licensing 34

Brand Extension in Europe 40

Brand Extension in the States 42

Brand Extension Down Under 44

Overextended 46

Brand Association 49

What Is Brand Association? 50

Co-Branding 51

Brand Association in Film 52

Rock 'N' Roll 53

The World's Largest Music Festival 55

The Harley Racing Team 56

Brand Consistency 61

What Is Brand Consistency? 62

Dealer Development 63

Strategic Growth Plan 65

Designer Store Program 65

Bonus Bucks 67

Harley-Davidson University 70

The Double-Humped Camel 72

Stretching the Advertising Budget 74

Brand Welfare 77

What Is Brand Welfare? 78

A Commitment to Your Community 78

Community Involvement 79

The Muscular Dystrophy Association 82

The Rallies: Laconia 84

The Rallies: Daytona 85

The Rallies: Sturgis 87

A Commitment to Your Customers 89

Advocates for the Brand 90

Brand Team 93

What Is a Brand Team? 94

The Harley Brand Team 95

Forming to Performing 99

Brainstorming 100

The Takeaways 101

The Journey 103

Notes 105

Bibliography 106

Index 107

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