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Harley-Davidson: Rejuvenating an Iconic Brand

Kellogg School of Management Cases

ISSN: 2474-6568

Publication date: 24 April 2020

Abstract

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?

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Citation

Roese, N.J. and Chernev, A. (2020), "Harley-Davidson: Rejuvenating an Iconic Brand", Kellogg School of Management Cases. https://doi.org/10.1108/case.kellogg.2021.000017

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Kellogg School of Management

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