Building Brand Architecture: Ducati V/s Harley Davidson

Introduction
This report builds and examines the brand architecture of two brands – Ducati and Harley
Davidson - in the motorcycle market. The two brands are chosen as they compete in very
similar markets and yet have very different brand personalities. Ducati and Harley Davidson are
among the most valuable brands in the motorcycle market, and this report will bring out the
differences in the brand architectures of these two brands. The goal is to observe how consumers
can have vastly different perceptions of and relationships with very similar products owing to the
differences in brand architectures.

Brand Architecture
The first step is to develop brand pyramids for both brands.

Brand Architecture for Ducati

Brand Core/Essence: Racing

Brand Personality:Excitement, athlete, young

boy,smart, attractive

Emotional Benefits:Excitement,Fast

Product Benefits: Used as racing bikes, ease tu use,

less mechanical issues

Product Attributes: Sports look, Attractive, sharp

colours, Fast, light weight, racing bikes, short weelbase
 Brand Architecture for Harley Davidson

Brand Core/Essence: Adventure

Brand Personality:Ruggedness, masculinity,

adventure, and patriotism

Emotional Benefits:Comfort, customisable,

Product Benefits: Comfortable, Relacable, used for

long rides

Product Attributes: Pride & stands apart, Heavy,

Cruiser, Customisable, long wheel base

Brand comparison
The essential difference between these two power-bikes is defined by how their two engines
produce power. The Ducati looks to the mid-range and top-end for its power, while the Harley puts
out tons of torque in the bottom end of its comparatively low-revving engine.

As we can see both brands compete in very similar markets. Also both brands put a high value on
performance and product quality. However, the differences in the brand personalities appeal to very
different target audiences in the same market. Though both the brands target high income group
Ducati portrays itself as a racing bike, Sporty, Fast, Attractive & Excited. While on the other hand
Harley Davidson Portrays itself as comfortable, heavy, adventure & long road trips.

Harley targets those customers who are “Born to ride”. These customers  are in the age group of 25-
40 years while Ducati targets Men who have disposable income and who portray as being confident
and risk taking.

Ducati has a strong image that has helped in cultivating customers over the years. It is known for its
performance motorcycles and its promotional activities are centred on this vital fact. The company
believes in defining its brand value and hence has launched commercials and advertisements that
propagate its products to maximum advantage. It has roped in several celebrities to act as its brand
ambassadors like Ruby Rose, Matt Moran, Will Davison and Zoe Naylor.
Customization and accessories are the major competitive advantage of Harley Davidson. Harley
has created a rich culture for the bikers through its Harley Owners Group (HOG) which has rallies
regularly and on continuous basis, where Harley owners from different parts of the nation can
interact & live a lifestyle of passionate bikers.

Brand Value
Interbrand ranked Harley Davidson as the most 97 valuable brand in its 2018 brand rankings with the
brand value of $4793M. Company promotes an extensive motorcycling experience worldwide
through events, rides & rallies including the one organised by Harley Owners Group (H.O.G).

According to data provided by Adwired, the highest value of Ducati brand was registered in the
second quarter of 2018 and reached 31 million euros. Ducati has a strong image that has helped in
cultivating customers over the years. It is known for its performance motorcycles and its
promotional activities are centred on this vital fact.

Sources Consulted

https://www.marketing91.com/marketing-mix-ducati/

https://www.marketing91.com/marketing-strategy-of-harley-davidson/

https://www.interbrand.com/best-brands/best-global-brands/2019/ranking/harleydavidson/

https://www.rankingthebrands.com/Brand-detail.aspx?brandID=321

https://www.statista.com/statistics/978506/brand-value-of-ducati/