Micomax
Harley Davidson –
Target Audience * Higher Income Individual * 25-45 years age Men * Adventurous, Experimental, Rugged, Masculine are a few personality characteristics
Segment Profile Age – 25-45 years Sex - Male
Education level – Generally Graduate/Post Graduate
Lifestyle – Adventurous, High Spend on Luxury goods, Rugged, Experimental
Buying pattern – High Spenders, Brand Loyalist, Influence their peer group
Brand Positioning
Harley Davidson positions itself as a cult brand with a very high aspiration level. It takes aspiration to the highest scale of achievement among its target audience.
Brand Association
* Status Symbol * A heavy machine (Chopper) * Customization as per the consumer’s requirement * Powerful
Brand Awareness
* Harley Davidson has always understood the power of storytelling. Their ads are like mini stories, pulling you in and leaving you yearning for more.
* Hog Community Group plays an important role in building awareness among its target audience
* The Harley Accessories also add to its branding.
Brand Loyalty
HD enjoys a very high level of loyalty among its consumers. It is said that once a Harley always a Harley, the statement defines Harley Davidsons high brand loyalty.
Brand Identity
Harley Davidson is not only a name, but a legend. It evokes images of long highways through classic American landscape, the roar of an engine sounding like a thunder clap and the polish of chrome doing its best to imitate lightning.
d) Harley-Davidson is a great example of a company that has built strong brand equity and is able to charge more for their motorcycles. Harley-Davidson argues that they sell an experience and the bike just happens to be a fundamental part of that experience. When you buy a Harley-Davidson it’s not just the bike you’re buying, your buying into a lifestyle. It is very well depicted by their net profits, which almost grew three times in
Target Audience * Higher Income Individual * 25-45 years age Men * Adventurous, Experimental, Rugged, Masculine are a few personality characteristics
Segment Profile Age – 25-45 years Sex - Male
Education level – Generally Graduate/Post Graduate
Lifestyle – Adventurous, High Spend on Luxury goods, Rugged, Experimental
Buying pattern – High Spenders, Brand Loyalist, Influence their peer group
Brand Positioning
Harley Davidson positions itself as a cult brand with a very high aspiration level. It takes aspiration to the highest scale of achievement among its target audience.
Brand Association
* Status Symbol * A heavy machine (Chopper) * Customization as per the consumer’s requirement * Powerful
Brand Awareness
* Harley Davidson has always understood the power of storytelling. Their ads are like mini stories, pulling you in and leaving you yearning for more.
* Hog Community Group plays an important role in building awareness among its target audience
* The Harley Accessories also add to its branding.
Brand Loyalty
HD enjoys a very high level of loyalty among its consumers. It is said that once a Harley always a Harley, the statement defines Harley Davidsons high brand loyalty.
Brand Identity
Harley Davidson is not only a name, but a legend. It evokes images of long highways through classic American landscape, the roar of an engine sounding like a thunder clap and the polish of chrome doing its best to imitate lightning.
d) Harley-Davidson is a great example of a company that has built strong brand equity and is able to charge more for their motorcycles. Harley-Davidson argues that they sell an experience and the bike just happens to be a fundamental part of that experience. When you buy a Harley-Davidson it’s not just the bike you’re buying, your buying into a lifestyle. It is very well depicted by their net profits, which almost grew three times in