Harley-Davidson: Building a Brand through Consumer Engagement

Darden Business Publishing Cases

ISSN: 2474-7890

Publication date: 20 January 2017


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.



Farris, P. and Gregg, E. (2017), "Harley-Davidson: Building a Brand through Consumer Engagement", Darden Business Publishing Cases. https://doi.org/10.1108/case.darden.2016.000146

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University of Virginia Darden School Foundation

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