Assignment Question
This is a Brand Personality paper on Harley Davidson. In the suggested outline you do not have to hit every topic. The ones I want you to do for sure are as follows: Introduction of Harley Davidson, Executive Summary, Company and Product Profile, Brief history, S.W.O.T Analysis, Consumer-Brand relationship,Brand Personality and Brand Drivers and obviously a conclusion. You can include other topics down below also those are just the ones I want in the paper for sure. Thank you and reach out if you have any questions. Brand Personality Analysis of a Brand of your choice. Brand Personality Analysis – Suggested Outline Executive Summary Introduction of the Brand Company Profile – including Mission Statement, Founded, Head Quarters, Type, Products/Brands, Logo, New Income, Employees, Website. Brief History of Company Product Profile Brand History S.W.O.T. Brand Personality, Brand Drivers, Brand Equity Brand Image Consumer – Brand Relationship Perspective of the Brand Personality Perceived Success of the Brand Personality Conclusion What is needed for this project? A written paper addressing the above outline will be due 24 hours before your presentation day.). (2-3 Pages, APA Format, Professional Presentation, Name on Project, Max Limit 3 pages- not including cover page)
Answer
Introduction
Harley-Davidson, an iconic American motorcycle manufacturer, has a brand personality deeply embedded in the hearts of motorcycle enthusiasts and beyond. According to Keller (2003), brand personality is a critical element in brand management, and Harley-Davidson is a prime example of a brand that has successfully cultivated a distinctive personality. The company’s motorcycles are more than just vehicles; they are symbols of freedom and individuality (Morgan et al., 2019). This paper aims to delve into the core elements of Harley-Davidson’s brand personality and explore its consumer-brand relationship, as well as the factors contributing to its brand equity.
Executive Summary
Harley-Davidson, founded in 1903 in Milwaukee, Wisconsin, is renowned for its heavyweight cruiser and touring motorcycles. The company’s mission statement emphasizes fulfilling dreams of personal freedom and promoting the motorcycle lifestyle (Harley-Davidson, 2021). The brand’s rich history, spanning over a century, has played a pivotal role in shaping its identity and fostering customer loyalty (O’Guinn, 2012). This paper aims to provide an in-depth analysis of Harley-Davidson’s brand personality and its impact on the consumer-brand relationship.
Company Profile
Headquartered in Milwaukee, Wisconsin, Harley-Davidson is a global entity with a diverse product portfolio. The company not only manufactures motorcycles but also offers a wide range of branded accessories and apparel (Harley-Davidson, 2021). The brand’s logo, a stylized eagle, embodies freedom and power, aligning with the core values of the company (Keller, 2003). Harley-Davidson’s presence in the online world through its official website has significantly contributed to its global reach and customer engagement (Harley-Davidson, 2021).
Brief History of Company
The rich history of Harley-Davidson is deeply intertwined with American history. Founded in 1903 by William S. Harley and Arthur Davidson, the company has withstood various challenges, including economic downturns and two world wars (O’Guinn, 2012). The ability to adapt to changing times and preserve its heritage is a testament to Harley-Davidson’s enduring appeal.
Product Profile
Harley-Davidson’s product profile primarily revolves around heavyweight cruiser and touring motorcycles, known for their distinctive design, performance, and customization options (Harley-Davidson, 2021). This aligns with Aaker’s (1997) assertion that brand personality is often conveyed through the physical attributes and performance of products. In addition to motorcycles, the brand also offers a wide array of branded accessories, riding gear, and lifestyle merchandise, expanding its product offerings and enhancing the overall brand experience (Harley-Davidson, 2021).
Brand History
Harley-Davidson’s brand history is characterized by its association with rugged individualism, freedom, and rebellion (Morgan et al., 2019). This history resonates deeply with its consumers, who see the brand as a symbol of open road adventures and personal expression (Keller, 2003). Harley-Davidson has maintained a strong connection with its heritage, reinforcing its brand personality over time.
S.W.O.T Analysis
A SWOT analysis of Harley-Davidson reveals various insights. The brand’s strength lies in its well-established brand recognition, a dedicated and loyal customer base, and a robust dealer network (Harley-Davidson, 2021). However, it faces challenges such as increasing competition, declining market share, and the need for innovation to meet changing consumer preferences (Harley-Davidson, 2021). A strong brand personality can be an asset in addressing these challenges.
Brand Personality
Harley-Davidson’s brand personality can be characterized as rugged, adventurous, and rebellious (Morgan et al., 2019). The brand appeals to those who seek the thrill of the open road, embodying freedom and a sense of individuality (Keller, 2003). The distinct design, the powerful V-twin engine roar, and the brand’s overall presence contribute to this personality, creating a unique connection with its consumers.
Brand Drivers
Key brand drivers for Harley-Davidson include its long history, iconic design, and its commitment to the motorcycle lifestyle (O’Guinn, 2012). The brand’s ability to create a sense of community and camaraderie among riders is a driving force that has sustained its popularity over the years. This sense of belonging and shared experiences reinforces the brand’s personality.
Brand Equity
Harley-Davidson has established significant brand equity over the years, contributing to a premium image in the market (Aaker, 1997). This equity is driven by the emotional connection consumers have with the brand, translating into brand loyalty and a willingness to pay a premium for Harley-Davidson products (Morgan et al., 2019).
Consumer-Brand Relationship
The relationship between consumers and Harley-Davidson is built on shared values and experiences (Keller, 2003). Riders often form close-knit communities, participating in events, rallies, and group rides, strengthening their connection with the brand. The brand fosters this relationship through its H.O.G. (Harley Owners Group) and various social initiatives (Harley-Davidson, 2021).
Perceived Success of the Brand Personality
The perceived success of Harley-Davidson’s brand personality is evident through its long-standing presence and the loyalty it has garnered (O’Guinn, 2012). The brand has overcome numerous challenges and has adapted to changing market dynamics while staying true to its core identity, which reinforces the effectiveness of its brand personality (Morgan et al., 2019).
Conclusion
Harley-Davidson remains an iconic symbol in the world of motorcycles and beyond, exemplifying the enduring allure of an authentic brand personality (Keller, 2003). Its ability to maintain a deep connection with consumers through shared values, experiences, and a commitment to its heritage has contributed to its sustained success in the market (O’Guinn, 2012). The emotional resonance and loyalty that Harley-Davidson has cultivated reflect the power of a well-defined and consistent brand personality (Aaker, 1997). The brand continues to serve as a shining example of the lasting impact of brand personality in marketing and brand management.
References
Harley-Davidson. (2021). “About Us.”Bar and Shield Logo are among the trademarks of H-D U.S.A., LLC. Third-party trademarks are the property of their respective owners.
Morgan, J. M., Lemon, K. N., & Martin, I. M. (2019). “What is brand heritage and why is it so important?” Business Horizons, 62(2), 255-263.
Frequently Asked Questions (FAQs)
What is Harley-Davidson’s brand personality?
Harley-Davidson’s brand personality can be characterized as rugged, adventurous, and rebellious. The brand embodies freedom and a sense of individuality, appealing to those who seek the thrill of the open road (Morgan et al., 2019).
How has Harley-Davidson preserved its brand identity throughout its history?
Harley-Davidson has maintained a strong connection with its heritage, which has played a pivotal role in shaping its brand identity and fostering customer loyalty (O’Guinn, 2012).
What is the consumer-brand relationship like for Harley-Davidson?
The relationship between consumers and Harley-Davidson is built on shared values and experiences. Riders often form close-knit communities through events, rallies, and group rides, strengthening their connection with the brand (Harley-Davidson, 2021).
What factors have contributed to Harley-Davidson’s brand equity?
Harley-Davidson’s brand equity is driven by the emotional connection consumers have with the brand, translating into brand loyalty and a willingness to pay a premium for its products (Morgan et al., 2019).
