Paper Topic:

Marketing Case Study

Running Head : Harley-Davidson

Harley-Davidson Motorcycles (A Marketing Case Study

1 . What might Harley-Davidson 's employees do to measure brand equity as they mingle with customers at motorcycle rallies

Harley Davidson 's employees surely want to know how their products are doing in terms of overall customer satisfaction . They could ask motorcycle owners if they have purchased other brands before other than the Harley line . How do the other brands perform in terms of speed safety and reliability ? What prompted them to change their motorcycle Is the Harley-Davidson motorcycle that they own

has easier maintenance procedures ? Or do they perform over-all check ups sooner on their previous brands than their Harley 's ? Are they satisfied with the outside look of the Harley , do they have anything to change on its exterior look ? Getting positive answers favoring the Harley-Davidson line will make it superior over other brands and competitors and thus solidifying their claim to a quality focused brand

2 . Should the company continue family branding or move to individual branding for new models of motorcycles ? Explain

Yes , the company should continue family branding although nowadays , they have named their new models as Sportster , Dyna , Softail , VRSC , Touring and Custom Vehicle Operations but with the Harley-Davidson name still on it . The name became an institution in the motorcycle world and became synonymous with it , when you say muscle motorcycle , it 's got to be a Harley-Davidson

3 . What questions should Harley-Davidson ask of an apparel company that wants to license the Harley-Davidson brand to place on its clothing

Will they retain the qualities that the Harley-Davidson was known for They should not make apparels outside of the rebel-thing ' brand like rubber shoes with the logo in it . Maintain it as it is , leather and denim jackets , shades , helmets with flaming skull on it

Reference

Webmaster , Harley-Davidson USA (2008

Retrieved , September 29 , 2008 from http /www .harley-davidson .com /wcm /Content /Pages /home .jsp ?locale en_US

Harley Davidson PAGE \ MERGEFORMAT 2

Harley-Davidson PAGE \ MERGEFORMAT 1...

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