Limit search to available items
Book Cover
Author Fessler, Clyde, 1941-

Title Rebuilding the Brand : How Harley-Davidson Became King of the Road
Published New York : Skyhorse Publishing, Inc., 2013
Online access available from:
ProQuest Ebook Central (owned titles)    View Resource Record  


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
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
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
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 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
Notes Print version record
Subject Harley-Davidson Motor Company.
Corporate turnarounds -- United States -- Management.
Motorcycle industry -- United States.
Form Electronic book
ISBN 1621534227