Harley-Davidson: Rejuvenating an Iconic Brand
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?
Keyword(s):
Keyword(s):
2019 ◽
Vol 46
(2)
◽
pp. 332-346
◽
Keyword(s):
Keyword(s):
2007 ◽
Vol 2
(1)
◽
pp. 76-85
Keyword(s):
2017 ◽
Vol 61
(11)
◽
pp. 1341-1357
◽
Keyword(s):