Harley-Davidson Branding Strategy and Marketing Case Study
Analysis and examples of Harley-Davidson’s identity, positioning, key messages, tone of voice, brand archetypes, customer benefits, competitors, and marketing content.
Cruising and touring motorcycle riders
Primary Need (Job To Be Done)
Drive a solid, partially American-made motorcycle that makes me feel like I’m part of a community
Brand Visual Identity & Content
Primary Brand Colors
Hero Content Type
Content Features People
Benefit or Feature Focus
Tone of Voice
Trusted quality from an American brand with over 100 years of history in the motorcycle industry
A specific feel and sound from a motorcycle that I connect to the experience of riding
Being part of a community of riders who all value and appreciate the story and feelings behind the brand
Honda, Yamaha, Kawasaki, Suzuki, Polaris, BMW
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