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BRAND FAILURE

ANALY8I8-HARLEY
DAVID8ON PERFUME
%$





HARLEY DAVID8ON: The Company
Harley-Davidson is one of the leading automotive companies, which produces heavyweight motorcycles, motorcycle
parts, accessories, apparel and general merchandise.
Even in today's more practical, cautious consumer environment, people of all ages and backgrounds still dream
about the Harley-Davidson experience.
No other brand has the degree of unshakable loyalty that Harley possess.

Introduction To AnaIyaia:
rea Studied: Brand Extension Failure of Harley Davidson Perfume
Harley Davidson has a powerful Manly image that is deeply registered into the peoples mind. You think of the
company, and you imagine a manly biker dressed in a black leather jacket riding on a wide open road, tattoos on
his arms, the wind blowing through his hair, a beautiful girl on his back.

You will get an impression of Born to be Wild when u see a man on a Harley Davidson.

The appeal of Harley Davidson is essentially masculine and its customers take brand loyalty to extreme levels.
Indeed many testosterone charged Harley owners even tattoo Harley Davidson name and imagery on their bodies.
Harley Davidson Owners arent just very loyal. They Love the Brand.

However the company tried to capitalize the strength of brand by placing a number of merchandise at Harley
Davidson shops like t shirts, socks, cigarettes lighter and ornaments. But later the company started to make
aftershave and perfume which got a sharp criticism and a strong dislike from customers. May be people werent
keen on the idea of smelling like a motorcycle. s such, sales were pretty horrible, and the product line was
discontinued.



nalysis:

The main thing in the market was the HD had an enormous customer loyalty and the image of HD inside a
customer mind is a strong masculine image so keeping to many merchandise like perfume or after shave where
severely disliked by customer.

lways focus on your strength: Harley must have looked into its core business only that is Heavyweight Motorcycle
and Motorcycle Parts focusing on other things which do not reflect its true essence could take it core customer
away from the Harley Davidson Brand.

The use of the Brand name of Harley Davidson for selling different merchandises can definitely helped the company
a short term gain in term of sales of these products but in long term it will damage the essence of Brand Harley.

Understand what your brand stands for: When you are a market leader in the segment of motorcycles with
enormous public love people dont except or like the company entering in the segment which doesnt reflect its true
essence.

Strong Criticism was received by the loyal customers of Harley Davidson who totally disliked the company selling
perfumes, after shave lotion or wine cooler.

HD has an incredible brand loyalty in the market. But that doesn't mean that anything with the HD logo will be
embraced. t the point that HD tried to create a perfume and aftershave, they overstepped their customer mind
set. They did the same thing with an HD-branded wine cooler. Those items didn't fit with the image that their
customers had of themselves, and as such they were a flop. HD learned from that, and cut back dramatically on
the branded merchandise

8weet 8meII OF FaiIure - REA8ON8:

Harley Davidson has some values in market of being strong, masculine, macho and very rugged and its a bad idea
for a company with such values to launch Perfume or after shave or infant clothes. s this idea was not liked by HD
lovers and Loyal.

Harley Davidson has enormous customer loyalty and stretching in too much categories had made their core
customer think more about other brands of Harley Davidson too, and when this other brands which definitely do
not reflect the true essence of HD damaged the brand image among its loyal customer.

So these items didn't fit with the image that their customers had of themselves for Harley Davidson, and as such
they were a flop. HD learned from that, and cut back dramatically on the some branded merchandise.








Leaaon Learned from the Miatake:

To focus more on brand: Harley Davidson brand values are strong , macho and masculine so selling
perfume or wine coolers or infant clothing will be not a good idea

2 NEVER alienate your central target market Harley-Davidson motorcycles have brand extension down pat
(lighters, clothing, you name it - but theres a reason for the saying, "Too much of a good thing.
Harley-Davidson took their brand extension to a whole other level when they introduced a line of wine
coolers, perfumes and after shave lotions. Yes, when I think bikers I think tough guys and biker babes,
leather jackets, tattoos, bandanas.and wine coolers, perfumes? big question mark..

The BIG Lesson here is simple: NEVER alienate your central target market!

3 Sometimes we can see by adding more we can weaken growth and it doesnt help all the times writes Jack
Trout in his book Big Brands, Big Trouble: Lessons Learned the Hard Way. The more you add it can
damage the original identity of brand.

4 Stay Focus on its Specialty: Harley build its brand by doing best what it can by making big, classic
Motorbikes. Then it moved its focus from its originality and specialty and then it got in some trouble. So
we learn that that the company must stay much focused on its specialty


5 Lovemarks to be handled with care: ccording to advertising guru Kevin Roberts, truly successful brands
dont have `trademarks. They have `lovemarks. nd HD has a supreme Lovemark and Kevin Robert
commended the company for not fallowing marketing rulebook


Leaaona Learnt appIied to other brand aituation:
Company must focus on Originality: company must always focus on its originality it must not focus on
things which doesnt reflect it true values and a brand image different from its customer minds. If any
company does it can severly effect its image in customer minds which could damage a brand.

2 Dont ever underdetermine customer sentiments : In every Industry "Customer is the King and the
sentiments of customer are very valuable, so like a company which has a ultimate Brand Loyalty and Love
for its product among customer if it do something which damages its image or the company
underdeterminen the customer sentiments the company will loose slowly its market share no matter how
big it is or it was.


3 Do adequate Market Resarch from internal and external sources before launching product : adequate
amount of market resarch must be done before launching a product. If a company is planning to diversify
its portfolio then it must do adequate Market Resarch and know what it customer wants and if there is a
need any product. Or may be company should know how the customer react to the totally new idea of a
company to launch a product with doesnt matches with core values of any company. nd only if the
customers like the new idea or new concept the company must look forward to launch a product

4 void launching a product which is not in line with companys image : company must avoid to launch a
product which doesnt matches the company image as it may lead to Brand Dilution. Do adquate resarch
for it and only if customer feedback is good then a product must be launched


5 Focus on Long Tem Profit rather then Short Term : Company must focus on Long term Goals rather thn
thinking on short term, definitly launching a new product by a huge company will give increase in sales
and revenue for short time but Brand Managers must think on that it must not effect the Brand Image
among customer or any dislikening by customer which might be a not good thing for a Long Term origin
by a company.

PoaaibIe 8tepa taken to Enaure a aucceaafuI Iaunch of the Perfume brand:


ccording to me the Successful Perfume and fter Shave Lotion under the Harley Davidson Brand Could be possible
only after strong Market Research in the Market.
However as per the readings in the given case study and other readings on internet I think it is not possible to
make the Brand Extension successful as the Harley Davidson Brand stands for values of being strong, masculine,
macho and very rugged and its not a good idea for a company with such values to launch perfume, after shave
lotion or infant clothes .
s the idea was totally rejected by the Harley Davidson Lovers and Loyals in general. Harley Davidson as a
company must be more careful in future and prevent from launching such products in future which doesnt reflect
with the values of Harley Davidson.
Harley must look into its core business only that is Heavyweight Motorcycle and Motorcycle Parts focusing on other
things which do not reflect its true essence could take it core customer away from the Harley Davidson Brand.

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