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New York Stock Exchange Essay

661 Words3 Pages

New York Stock Exchange. The company’s attempt to trademark the name however failed as it became a common term for heavyweight bikes.
Harley Davidson – Brand Values
Freedom (HD) – Go wherever you want to, whenever you want to.
Authenticity(HD) – Noted for the tradition of heavy customization and quality name in manufacturing bikes.
Community Building(HD) – HOG has 1.5 million members, Ride Planner to plan trips, H-D Photo Center for posting photos of memorable trips.
Rituals(HD) – Community festivals and monthly or annual rides are conducted regularly, buttons and pins from an activity are worn on jackets and helmets.
Masculinity(HD) – Unique sound of the exhaust, association with icons in films.
Toughness(HD) – Rugged heavy design and look …show more content…

In the 1991s, it extended the brand too far. It introduced products like wine coolers, aftershave and perfumes in the market. Even the loyal customers did not like the idea, as it did not resonate with the tough brand image. The Harley was clearly not focusing on what it knew best – building strong bikes. Customers wanted strong bikes and accessories that complimented the brand image, but ties and infant wears went too far. Events like cruise biking were good initiatives by the HD to involve the customer and enhance brand loyalty. However, Perfumes and wine coolers were eroding the mystery of the H-Davidson brand. After strong criticism from the customers, the company pulled of many inappropriate products from the market. H-Davidson had learnt a branding lesson. More products did not mean more revenue or profit maximization and overextending the brand meant a short-term …show more content…

The products launched were not in sync with the company’s product line and they lost their identity and uniqueness because the customers were not able to relate the new variants launched to the brand. So their Decision proved to be the biggest failure.
But instead of this they could have launched jackets, shoes, helmets which would have given the customers a sense of belongingness. Might be possible that these products launched could relate to the brand identity.
Harley Davidson Strategic Planning :-
Harley Davidson’s take on strategic planning for competitive advantage has helped the company increase its global market alongside it’s already expanding US market increasing revenue and popularity overseas. Focusing on its brand loyalist’s alongside it’s one of a kind Harley-Davidson

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