CONTEMPORARY BRAND MANAGEMENT REPORT Essay Example | Topics and Well Written Essays - 3000 words - 1

CONTEMPORARY BRAND MANAGEMENT REPORT - Essay Example Other brands too are making a foray in the market. (Interbrand 2006; Milward Brown 2006). While Harley Davidson (HD) has been seeing growth and profits for 19 consecutive years, it is not complacent in view of the growing competition. It has therefore set its eyes on the emerging markets with their predictably booming consumer market. If this takes off, the huge customer base of millions could open new doors for HD. However a carefully crafted marketing plan needs to be drawn for the purpose. HD has had a dream run for several years. The HD Brand carries weight and enjoys a special place. It has banked largely on its Macho Image which was aided by fun loving and beer guzzling characters in the classic film Easy Rider. Lately it has toned down this bad boy image but it retains the adventurous image it has built up. HD has made bikes for several segments and is most popular in the 18-21 and 36-55 age groups. Whoever has had a taste of HD power and performance in his teens has returned in later years to revive the feeling of machismo that invariably goes along with the brand. It is indeed irresistible as a person ages and is able to afford the premium brand that he could only admire at a younger age. The Harley Owners Group (HOG) was created in 1983 in response to a growing demanded by HD owners to share their beliefs, passion and pride and it has gained worldwide popularity since then, has over one million members and is still growing. HOG benefits include organized group rides, exclusive products and product discounts, insurance premium discounts, and the Hog Tales newsletter and the HOG is the largest factory sponsored group in the world. The HD shares on NYSE have HOG as their ticker symbol since 2006. (HOG) HD has unique engineering of its products. Made entirely in-house, the engines are entirely vestigial from an engineering standpoint, but have been sustained because of the strong connection between the distinctive sound