Title
Rebuilding the Brand: How HarleyDavidson Became King of the Road,Used
Delivery time: 8-12 business days (International)
In the early 1980s, HarleyDavidson was on the verge of bankruptcy. In the general public's opinion, quality was substandardof both motorcycles and riders. Harleys leaked oil and were often broken down. Riders were roughnecks, out to raise hell. The HarleyDavidson brand was tarnished. What s more, the charges were true.By the mid1980s, Harley couldn't produce enough bikes to keep the public happy. Dealers were selling bikes off the showroom floor, struggling to assuage customers frustration. And today, HarleyDavidson is a model brand. HarleyDavidson isn't just a motorcycle company anymore. It is a community, a look, a source of selfexpression, an allAmerican appeal for freedomall expressed in one little logo.So, what happened? How did Harley manage to pull itself from the fire, brush itself off, and ride off into the sunset? The secret: branding. Histories will tell you how HarleyDavidson closed the quality gap between Hogs and the cheaper, faster, sleeker Japanese bikes; how Harley used Japanese manufacturing methods to increase its cash flow; how Harley clawed its way back from the brink of bankruptcy. All these aspects were important to Harley s rise from the ashes, no doubt, and as such are discussed in this book. But the true power of the big, beautiful, orange and black machine that is HarleyDavidson lies in its image, the Bar and Shield, the brand.Rebuilding the Brand: How HarleyDavidson Became King of the Road is the story of how a core group led a team of not only marketing folks but also employees, management, dealers, and vendors to rebuild the HarleyDavidson image. Told through the perspective of Clyde Fesslerwho held several positions within Harley, from head of marketing services to VP of business developmentRebuilding the Brand provides dynamic branding information couched in an entertaining story. Fessler describes the methods used to create the iconic image HarleyDavidson enjoys today, methods that can be translated to nearly any industry, and explores the topics of brand experience, brand personality, brand extension, brand association, brand consistency, and brand welfare.Allworth Press, an imprint of Skyhorse Publishing, publishes a broad range of books on the visual and performing arts, with emphasis on the business of art. Our titles cover subjects such as graphic design, theater, branding, fine art, photography, interior design, writing, acting, film, how to start careers, business and legal forms, business practices, and more. While we don't aspire to publish a New York Times bestseller or a national bestseller, we are deeply committed to quality books that help creative professionals succeed and thrive. We often publish in areas overlooked by other publishers and welcome the author whose expertise can help our audience of readers.
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⚠️ WARNING (California Proposition 65):
This product may contain chemicals known to the State of California to cause cancer, birth defects, or other reproductive harm.
For more information, please visit www.P65Warnings.ca.gov.
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Shipping & Returns
Shipping
We ship your order within 2–3 business days for USA deliveries and 5–8 business days for international shipments. Once your package has been dispatched from our warehouse, you'll receive an email confirmation with a tracking number, allowing you to track the status of your delivery.
Returns
To facilitate a smooth return process, a Return Authorization (RA) Number is required for all returns. Returns without a valid RA number will be declined and may incur additional fees. You can request an RA number within 15 days of the original delivery date. For more details, please refer to our Return & Refund Policy page.
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Warranty
We provide a 2-year limited warranty, from the date of purchase for all our products.
If you believe you have received a defective product, or are experiencing any problems with your product, please contact us.
This warranty strictly does not cover damages that arose from negligence, misuse, wear and tear, or not in accordance with product instructions (dropping the product, etc.).
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Frequently Asked Questions
- Q: What is the main focus of 'Rebuilding the Brand: How Harley-Davidson Became King of the Road'? A: The book focuses on the branding journey of Harley-Davidson, detailing how it transformed its image from a struggling motorcycle manufacturer to an iconic brand synonymous with freedom and community.
- Q: Who is the author of this book? A: The author is Clyde Fessler, who held various positions within Harley-Davidson, including head of marketing services and VP of business development.
- Q: What key topics are covered in the book? A: The book covers topics such as brand experience, brand personality, brand extension, brand association, brand consistency, and brand welfare.
- Q: Is 'Rebuilding the Brand' suitable for those interested in branding and marketing? A: Yes, the book provides valuable insights into branding strategies that can be applied across various industries, making it suitable for marketing and branding professionals.
- Q: What is the publication date of this book? A: The book was published on October 28, 2014.
- Q: What is the format and length of 'Rebuilding the Brand'? A: The book is available in paperback format and consists of 128 pages.
- Q: Does the book provide any historical context about Harley-Davidson? A: Yes, it discusses the historical challenges Harley-Davidson faced in the early 1980s, including bankruptcy and public perception issues.
- Q: Is there any specific branding method highlighted in the book? A: The book highlights various branding methods used by Harley-Davidson, including the integration of Japanese manufacturing techniques to enhance product quality and brand perception.
- Q: What kind of audience would benefit from reading this book? A: The book is ideal for entrepreneurs, marketers, business students, and anyone interested in branding, as it offers lessons from Harley-Davidson's successful turnaround.
- Q: Can the branding strategies in the book be applied to other industries? A: Yes, the branding strategies discussed in the book are versatile and can be adapted to various industries beyond motorcycles.