HARLEY DAVIDSON

The Harley Davidson Brand

The Harley Davidson Brand

Harley-Davidson is much more to it than just a motorcycle, a feeling, attitude, lifestyle and means of expression. One of the visual imagery - a lone rider on a deserted road, lost somewhere in the vast expanse of America - clearly expresses individuality and personal freedom (Aaker, 1997). Another image is of a powerful machine, gaining speed on a twisty road. Another image depicts a tired group of bikers who share each other's feelings and experiences. One of them describes the ride as follows: "The extraordinary experience outdoors in open space and the feeling of agility and freedom". One of the ideas, winning in these words - the feelings experienced by Harley-Davidson, no age or time limits.

Two researchers from Oregon who purchased Harley motorcycles and studied, in communion with the other owners of the brand, the feelings experienced by her owners, found three main values ??that are shared by owners of Harley. The dominant value is freedom, which includes the freedom from the constraints (as opposed to riding in a car or house dwell), and the independence of common values ??and social conventions. Harley-Davidson emblem of an eagle is a symbol of that freedom. Other values ??include outfitting the rider, evocative of heroes "mythology" of the Wild West (Harvard Business School Note, 2001).

The second value is the patriotism and American roots of the brand. Motorcycle Harley embodiment of American goods, the brand, which has weakened the onslaught of Japanese competition. During the holders of Harley rallies everywhere you can find an American flag and pro-American advertisements.

The third value is the desire to become a macho man, whose image is partly inspired by memories of the brave motorcyclists of films “The Wild Ones”, which in the 1950s Marlon Brando made famous. The symbolism of masculinity has spread to all. Inscriptions on the popular Harley-shirts say, "What a real man wears is only black." Motorcycles Harley Davidson - most large, heavy, loud, and thus the most «macho»-shaped motorcycles on the roads. In abundance are black leather, heavy boots, chrome parts, "arms" and emphasizing masculinity of participants' Party People Harley-Davidson. Maintaining the image also requires wearing a thick beard, long hair, cowboy boots, and, of course, having a tattoo.

While Harley-Davidson has consistently supported the personification of the brand, based mainly on the image of macho and associations connected with the myth of America and the Wild West, these actions brought success, enriching the collective image of the owner of the motorcycle Harley, which is important for such values ??as freedom (Sentis, Keith & Hazel Markus, 1986). Modern Harley owner can be quite simply a respectable restless man who loves to travel wherever no road led him. In some advertisements Harley owners are shown on a deserted road or away from the road near the huts, as if saying that is that motorcyclists are living a relaxed, detached from the bustle of life, of which most only dream of. The motto of the Harley-Davidson «Live ...