HARLEY DAVIDSON :• Fierce individuality

• Rebellion against things

• Different

• Innovative

• Fearless

• Seeking a better life

• Free spirited

• Wild

• Seeking escape

• adventurous

Target market

Brand positioning

BRAND ELEMENTS

Other slogans-• “The road starts here. It Never ends• It’s time to ride”• “Until you have been on Harley davidson, you Haven’t been on motorcycle

BRAND MANTRA• Enjoy the ride

• Escaping the daily humdrum of life and the experience

• Freedom, entertainment and easy riding

CORE VALUES OF BRAND

• Dominant value is personal freedom, includes freedom from confinement and freedom from mainstream values and social structure

• HD eagle logo is one symbol of this freedom

• Patriotism and american heritage

• Being macho inspired in part by the outlaw bikers in the wild ones.

• HD bikes are biggest, heaviest, loudest and thus the most macho motorcycles in the world.

• Harley motto- “live to ride, ride to live” appeals to non macho buyers

MYSTIQUE

STYLE

HARLEY RIDER

AMERICAN

FREEDOM

FeelingsValuesLove for brand

RumbleDistinctDesignclassic

MasculineTatooStrongConfidentloyal

LifestyleDreamHighwayheritage

AdventureRebellionRaw powerOpen roads

BRAND ASSOCIATIONS

BRAND IDENTITY PRISM

PHYSIQUE PERSONALITY

RELATIONSHIP CULTURE

REFLECTIONSELF-IMAGE

• American spirit• Individuality• freedom• rebellious

• Joy of individualism

• Commitment to adventure

• Reward of fulfilment

• rebel

• Inventive design

• Custom cruiser• Loud &

powerful engine

• Dealer development

• HOG• Harley is not for everyone

• Open road

BRAND PERSONALITY

Symbolic• Sound• Logo-bar & shield• Brand mascot eagle• Design• Tatoos• Piercing

black color• Skull and fire

Utilitarian• Durability• Stability• Comfort

design• Metal

Excitement• Daring• Spirited• imaginative

Ruggedness• Outdoorsy• tough

BRAND EQUITY

BRAND IDEAL/ PURPOSE:FREE PEOPLE FROM THE CHAINS OF CONVENTIONFreedom ride that unleashes the rebel inside PERSONA

American rugged Personal freedom Individuality ,Outdoorsy Adventurous, Free spirit Pride real rider, Passion for freedom

HD logo,motorcycle design,hog,sound

BENEFITS Design,v-twin engine,detail craft that enables customization, heritage,comfort, Engineering

OWNABLE ASSESTS

CONSUMER- BASED BRAND EQUITY PYRAMID

Consumer Brand resonance

ConsumerJudgements

Consumer Feelings

Brand Performance

Brand ImageryLoyalty community

Sound Performance

Freedom Enjoyment

American styleGood quality Pleasure