Harley Davidson Brand Loyalty Essay

1345 Words6 Pages
Abstract This report investigates the success Harley-Davidson has achieved in building brand loyalty. While so many companies dedicate enormous resources towards this very task, few will ever achieve the results that Harley-Davidson has. Research suggests that the success Harley-Davidson has seen is a result of the communities they’ve created. Such a loyal and dedicated following has resulted from the sense of belonging. The experience of being involved in a passion shared by like-minded individuals has engaged consumers with the Harley-Davidson brand and forged a bond that affords Harley-Davidson a brand loyalty that has often been referred to as cult-like. Major Assignment Social Media, also referred to as consumer-generated media, encompasses various sources of online information. One of the many goals of businesses in participating in social media is to gain customer insight and to cultivate and facilitate consumer influence. According to JC Williams Group, 91% of consumers say peer content is the #1 aid to their buying decisions and 87% trust a friend’s recommendation over a review by a critic (Krawcyk & Newby, 2007). BzzAgent reports that one word-of-mouth conversation has the impact of 200 television ads (BzzAgent, 2008). It’s no wonder why more than 80 percent of executives are confident that social media engagement leads to increased sales (Savitz, 2012). Harley-Davidson, seemingly, understood the impact that engaging prospects and customers would have on brand loyalty long before Internet and social media. Harley-Davidson was started in 1903 by William S. Harley, 21, and Arthur Davidson, 20, in a wooden shed in Wisconsin. Since that humble beginning, Harley-Davidson has endured two world wars, the great Depression, and even an attempt on a hostile takeover. Harley-Davidson even struggled through problems with quality through

More about Harley Davidson Brand Loyalty Essay

Open Document