Rebuilding the Brand: How Harley-Davidson Became King of the Road

Rebuilding the Brand: How Harley-Davidson Became King of the Road by Fessler, Clyde. hardcover edition. ISBN: 9780983815211.

What happens when a companys brand needs more than a face-lift? Author Clyde Fessler, former Harley-Davidson vice president of marketing and business development, takes you along for a ride through a complete brand overhaul. By examining the core principles of brand identity, development, and extension, Fessler shows how these ideas—paired with his unique “problems are in the office, solutions are in the field” leadership style—helped reestablish Harley as one of the most enduring and identifiable brands in the world. In Rebuilding the Brand, you will: •Explore the six key components of building and maintaining a powerful brand: brand experience, brand extension, brand association, brand consistency, brand welfare, and brand team. •Discover the power of “turning left” when the competition turns right and why breaking away from the pack will keep you at the center of customers attention. •Learn how the traction of turning negatives into positives will help you gain powerful marketing momentum.