Brand Identity Casestudy – Harley Davidson

Ans 1 .Brand personality of Harley Davidson

Brand personality is the way a brand speaks and behaves. It means assigning human personality
traits/characteristics to a brand so as to achieve differentiation. Brand personality is nothing but
personification of brand.

Harley-Davidson has maintained a consistent brand personality based largely on the macho,
American, and Western folk hero associations.

1. Being macho

Harley Davidson is the expressions of manliness abound. Harley-Davidsons are the biggest, heaviest,
loudest and thus the most macho motorcycles on the road. There is an abundance of black leather,
heavy boots, chrome, weaponry, and other signals of maleness at Harley rallies. The imagery also
involves heavy beards, long hair, cowboy boots, and, of course, the tattoo.

2. American Patriotism

The Harley-Davidson has an American heritage. Harley is visibly American, a brand that fought
off the Japanese competition. At rallies the American flag and pro-USA messages abound. At the
extreme, some Harley bikers engage in forms of Japan-bashing (Japanese cycles are termed "rice
grinders"), and some seem to feel that riding a Harley-Davidson motorcycle is a stronger
expression of patriotism than is obeying the law.
3. Personal Freedom

It includes both freedom from confinement (as opposed to riding in a car or staying at home)
and freedom from mainstream values and social structures. The Harley-Davidson eagle logo is
one symbol of this freedom.

4. Western folk hero associations

The biker clothing and saddlebags, which are reminiscent of the Wild West folk heros are an
aspect of the brand that gives the feeling to the riders of the folk Heros.

Ans 2. Key Efforts made by the brand to build the personality:

HOG – Harleys Owners Group : A community of buyers who not own just the product, but
belongs to the Harley way of life – freedom empowerment, individualism.

Newsletters : HOG members get monthly/weekly newsletter to attend meetings and rallies. This
keeps HOG member updated with the rallies and meetings.

Sponsored Rallies & Gatherings : Harley owners could participate in rallies & share experience
of them in their gatherings.

Brand Extension : Harley-Davidson customers can also express themselves by wearing Harley
clothing. The Harley Moto rClothing division is part of an accessories business that exceeded
$200 million in sales in 1993 marketing jackets, boots, gloves, and other accessories and
licensing such items as bathing suits (with "Harley" studded across the front) and silk underwear.

Personal Involvement with customers

The involvement of the firm's personnel and dealers with customers and their experiences is a
unique aspect of Harley Davidson executives, employees, and dealers, who become part of the
rallies. As a result of this involvement, H.O.G. members generate a personal bond with the
Harley-Davidson organization. And Harley people get to know their firm's customers intimately.

Customer Feedback:

With involvement in rallies Harley gets to understand customer experience first-hand, including
what features are clicking, how the bikes are being modified, and what suggestions H.O.G.
members have. At rallies, a town hall meeting provides an opportunity for members to
communicate their thoughts.

Focus on Experience rather than Technology:

Harley Davidson focused on the riding experience. This gave them an edge over the Japanese
brands.

Ans 3. Summary
Founded in 1903 by William Harley and Arthur and Walter Davidson, Harley-Davidson Motor
Company has been at the center of American Society for over one hundred years.

The concept of a Harley-Davidson brand personality—a macho, America-loving, freedom-seeking

person who is willing to break out from confining societal norms of dress and behaviour,
provides a metaphor that helps to explain the Harley phenomenon. The experience of riding a
Harley, or even the association that comes from wearing Harley clothing, is a way for some to
express a part of their own personality. It can also create feelings of freedom, independence,
and power that provide emotional benefits. For others, having a relation-ship with an
organization and a product with a strong personality is satisfying and rewarding, as is bonding
with a group that shares the same values and lifestyle.