An insight into the alignment between corporate vision, culture and image of the Harley Davidson company.
Written in 2003; 850 words; 5 sources; APA; $ 30.95
Paper Summary:
This paper provides an analysis of the Harley Davidson company. The writer shows how Harley has used a unique approach to branding and maintaining an alignment between their corporate vision, culture and image. They have used many different methods to achieve a blend of active corporatism while still keeping their consumers feeling as though they "own" the brand and products associated with it.
From the Paper:
"Harley Davidson promotes the image that "things are different on a Harley". The most important feeling they promote with their brand is freedom. Freedom of life, freedom of the open road, freedom of the individual. It is said that no two Harley's are the same. From production to consumption, the owner is involved in the process of creating their own freedom, and living the Harley dream. Their bike becomes their own self-expression, and they live the lifestyle that they perceive to be a part of owning that bike. This is also done with the management team, as well as the CEO."
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