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Brands & Branding and Private Labels Case Study
Case Title:
Harley-Davidson: Making of the Cult Brand and After
Publication Year : 2005
Authors: Neeraj, Christoph Zacharias
Industry: Automobiles
Region:USA
Case Code: BBP0030
Teaching Note: Available
Structured Assignment: Available
OR
Abstract:
Schoolmates Arthur Davidson and William S Harley shared a passion for mechanics, especially for motorcycle engines. Both longed to join the ranks of motorcycle pioneers. By 1901 they had designed four motorcycle engines ready to be fitted into bicycle frames. With time, Harley- Davidson emerged as a cult brand.
Pedagogical Objectives:
- To discuss the making of this cult bike.
Keywords : Harley-Davidson; Cult brand; Baby boomers; Motorsport; Outlaw image; Hell's Angels; Harley Owners Group; Open road tour; Brand loyalty; Brand extension; Cult branding; Linux; Apple computer; Customer communities; Vision, Mission & Goals Case Study; Business life cycle
Contents:
- Harley Davidson Inc.
- Making of the Cult Brand
- Cult Branding
- When a Cult Brand Came of Age
- Harley Owners Group
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