Harley-Davidson: Building a Brand Throug...
Farris, Paul W., G...
Harley-Davidson: Building a Brand Through Consumer Engagement
Farris, Paul W.; Gregg, Eric A.
M-0698 | Published July 21, 2002 | 10 pages Case
Collection: Darden School of Business
Product Details
This case describes the brand-building efforts of Harley-Davidson and some of the programs the company has used to maintain a dialogue with consumers. The case discussion is anticipated to focus on the causes, consequences, and threats to almost fanatical brand loyalty exhibited by Harley owners.
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