Briefly describe Harley Davidson’s traditional targeting and positioning strategy.
(2) How would you describe Harley Davidson’s brand personality? (For example, what animal would you identify with a Harley? Is it the bully down the block, your best friend, or your younger sister?) Explain why you believe this personality represents the brand.
(3) How might Harley have to change its product management and branding strategies to reach women or older folks? Give some examples.
(4) If Harley aggressively targets women, should the company experience a backlash from ‘males’ and from its current buyers?
(5) Based on the assigned articles, does it make sense for this company to use celebrities to brand the company or for a particular product? What ONE celebrity might this company use and why? Based on the “Teakettle” article, what are the pros and cons of using celebrities to brand a company/product?
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