This case describes the brand building efforts of Harley-Davidson and some of the programs, the company used to have to keep a dialogue with consumers. The case is expected to focus discussion on the causes, consequences and risks for almost fanatical brand loyalty of Harley owners issued.

This case describes the brand building efforts of Harley-Davidson and some of the programs, the company used to have to keep a dialogue with consumers. The case is expected to focus discussion on the causes, consequences and risks for almost fanatical brand loyalty of Harley owners issued.
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from
Paul W. Farris,
Eric A. Gregg
Source: Darden School of Business
10 pages.
Release Date: 21 July 2004. Prod #: UV3984-PDF-ENG
Harley-Davidson: Building a brand through consumer engagement HBR case solution