Harley Davidson Essay

619 words - 3 pages

A brief overview of the Harley-Davidson’s video is that Harley-Davidson, a brand with tremendous staying power. Their motorcycles have become part of an Americana. Truly, proprietors have a special bond with their motorcycle and a passionate relationship that has blossomed into a world largest company’s sponsor owners club. In addition, the motorcycle gives you a pleasant feeling of freedom while on the road. Several people feel a boldness after getting on their Hog. In 1903 Harley-Davidson’s motor company was founded in Milwaukee, Wisconsin by three Davidson brothers and a friend, Bill Harley. They had an idea in a shed to create a better bike, and they put an engine on a bicycle and Harley-Davidson was born. In 1911 they built their first factory and years later they marketed their motorcycles overseas.
Currently, Harley-Davidson is a $5 billion company with more than 900,000 Harley owners’ group members and more ...view middle of the document...

Brand attributes that have easily transcended American’s orders and have reached a worldwide audience with its present success.
Moreover, not only has Harley-Davidson marketed their products globally for 80 years, but the company’s heavy weight motorcycle is a number one seller in Japan. Their success in Japan is partly centered on consistency to the brands message. The organization has remained successful in all their marketing and communication entirely since they do not deviate from what they represent, try to become something different, and focus on the trends of the marketplace now. Harley-Davidson has remained true to their brand and understands that they cannot be everything to everybody. In addition, the company have a brand that can work efficiently worldwide, and the brand is alike no matter where you are in the world. As a result, marketing the brand internationally has changed drastically over the years, and execution of communication of the brand may vary since each country represents the brand differently. The organization’s marque is protected without adding a dictatorship.
Moreover, the key to success in future is knowing who you are and sticking to it, understanding the customers’ bases, looking for market opportunities, and applying you brand properly. Harley-Davidson offers attributes, such as clothing, shoes, and caps etc. for the shoppers who want to associate themselves to the brand. Consistency is the key for the business.
Lastly, the brand will remain the same for over l00 years, but what has changed is various ways Harley-Davidson can reach out and communicate with potential customers. The brand has sustain itself showing an unlimited strength and resilient while advertising is compelling. The best marketing vehicle they have is their passion riders. When the customers are riding on the roads, they express joy and pleasure of being a part of Harley-Davidson’s brand. The riders are the Harley-Davidson brand; they have grown into intimate club of strangers bonding together to share same experience. The riders get to express themselves under their own turf.

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