Harley-Davidson: Building a Brand through Consumer Engagement

Darden Business Publishing Cases

ISSN: 2474-7890

Publication date: 20 January 2017

Abstract

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.

Keywords

Citation

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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Publisher

:

University of Virginia Darden School Foundation

Copyright © 2002 by the University of Virginia Darden School Foundation, Charlottesville, VA. All rights reserved.

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