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

By Clyde Fessler

Business & Economics : Sales & Selling - General

Triple Nickel Press
Publication date: August 2012

ISBN: 9780983815228

Digital Book format: PDF (Adobe DRM)

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What happens when a company's 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 and others helped reestablish Harley as one of the most enduring and identifiable brands in the world.

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