The Harley-Davidson Case

Paper Summary:

This paper discusses the necessary relationship between the advertising and publicity aspects of a business. The paper presents the Harley-Davidson case study to illustrate the success of a product when there is a smooth connection between the initial advertising phases and the subsequent promotional phases. The paper compares this case study to the workings of a software company.
Outline
Introduction
Brand Relationship Strategy
Advertising vs. Sales Promotions
The Role of "Salespersonship"
Conclusion

From the Paper:

"There are two important ideas to be noted here, as representing the goal of the brand relationship strategy: customization and differentiation. The main goal is to convince the final consumer that the product he will be using, the software itself, is not only created to suit his best needs (customized), but it is created by the very customer himself. In this sense, somewhat similar to the Harley Owners Group, albeit of a somewhat different nature, the team of programmers organizes brainstorming session and brainstorming groups in which the members of the final consumer firms get together with the programmers and customize the software application to fit the exact needs of the company. It may seem like the usual business meeting, but there are several rules to be followed."

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