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Rebuilding the Brand : How Harley-Davidson Became King of the Road.

Author: Clyde Fessler
Publisher: New York : Skyhorse Publishing, Inc., 2013.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
In the early 1980s, Harley-Davidson was on the verge of bankruptcy. In the general public's opinion, quality was substandard?of both motorcycles and riders. Harleys leaked oil and were often broken down. Riders were roughnecks, out to raise hell. The Harley-Davidson brand was tarnished. What s more, the charges were true. By the mid-1980s, Harley couldn't produce enough bikes to keep the public happy. Dealers were  Read more...
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Fessler, Clyde.
Rebuilding the Brand : How Harley-Davidson Became King of the Road.
New York : Skyhorse Publishing, Inc., ©2013
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Clyde Fessler
ISBN: 9781621534228 1621534227
OCLC Number: 861559424
Description: 1 online resource (189 pages)
Contents: Cover; Title Page; Copyright; Dedication; Acknowledgments; Table of Contents; Harley-Davidson Chronology 1978-1996; Introduction; Brand Experience; What Is Brand Experience?; Brand Personality; The Harley Personality; The Route to Quality; Bonding With Customers; Harley-Davidson, All-American; HOG; Rider's Edge; The Super Ride Program; Brand Extension; What Is Brand Extension?; Your Customers First; Marketing Strategy; Harley-Davidson Motor Accessories; Harley-Davidson MotorClothes; Licensing; Brand Extension in Europe; Brand Extension in the States; Brand Extension Down Under; Overextended. Brand AssociationWhat Is Brand Association?; Co-Branding; Brand Association in Film; Rock 'N' Roll; The World's Largest Music Festival; The Harley Racing Team; Brand Consistency; What Is Brand Consistency?; Dealer Development; Strategic Growth Plan; Designer Store Program; Bonus Bucks; Harley-Davidson University; The Double-Humped Camel; Stretching the Advertising Budget; Brand Welfare; What Is Brand Welfare?; A Commitment to Your Community; Community Involvement; The Muscular Dystrophy Association; The Rallies: Laconia; The Rallies: Daytona; The Rallies: Sturgis. A Commitment to Your CustomersAdvocates for the Brand; Brand Team; What Is a Brand Team?; The Harley Brand Team; Forming to Performing; Brainstorming; The Takeaways; The Journey; Notes; Bibliography; Index; About the Author.

Abstract:

In the early 1980s, Harley-Davidson was on the verge of bankruptcy. In the general public's opinion, quality was substandard?of both motorcycles and riders. Harleys leaked oil and were often broken down. Riders were roughnecks, out to raise hell. The Harley-Davidson brand was tarnished. What s more, the charges were true. By the mid-1980s, Harley couldn't produce enough bikes to keep the public happy. Dealers were selling bikes off the showroom floor, struggling to assuage customers frustration. And today, Harley-Davidson is a model brand. Harley-Davidson isn't just a motorcycle co.

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