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Harley-Davidson: Rejuvenating an Iconic Brand

Kellogg School of Management Cases

ISSN: 2474-6568

Publication date: 24 April 2020


Harley-Davidson's first-ever chief marketing officer has his work cut out for him as the classic American motorcycle manufacturer seeks to curb slowing sales from aging customers. The dilemma: what to do with its less known and unprofitable Buell brand, which has a younger customer base? Which of five options continue its dual-brand strategy, double down on Buell, operate Buell as an endorsement brand, sell it, or discontinue the brand entirely will best attract younger buyers without alienating current diehard customers?



Roese, N.J. and Chernev, A. (2020), "Harley-Davidson: Rejuvenating an Iconic Brand", Kellogg School of Management Cases.



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