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Harley-Davidson: Building a Brand Through Consumer Engagement
Farris, Paul W.; Gregg, Eric A. Case M-0698 / Published July 21, 2002 / 10 pages.
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Product Overview

This case describes the brand-building efforts of Harley-Davidson and some of the programs the company has used to maintain a dialogue with consumers. The case discussion is anticipated to focus on the causes, consequences, and threats to almost fanatical brand loyalty exhibited by Harley owners.


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  • Overview

    This case describes the brand-building efforts of Harley-Davidson and some of the programs the company has used to maintain a dialogue with consumers. The case discussion is anticipated to focus on the causes, consequences, and threats to almost fanatical brand loyalty exhibited by Harley owners.

  • Learning Objectives