This volume takes the reader through a century of the premier motorcycle company's witty and eye-catching print advertisements. The colorful and sometimes provocative ads reflect the creative spirit and the unique culture of Harley-Davidson--and America--over the last century.
ADVERTISING, PROMOTION, AND OTHER ASPECTS OF INTEGRATED MARKETING COMMUNICATIONS integrates all aspects of marketing communication. Complete with updates on new literature and practioner developments, this text offers a comprehensive treatment on the fundamentals of advertising and promotion. Important Notice: Media content referenced within the product description or the product text may not be available in the ebook version.
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—paired with his unique “problems are in the office, solutions are in the field” leadership style—helped reestablish Harley as one of the most enduring and identifiable brands in the world. In Rebuilding the Brand, you will: •Explore the six key components of building and maintaining a powerful brand: brand experience, brand extension, brand association, brand consistency, brand welfare, and brand team. •Discover the power of “turning left” when the competition turns right and why breaking away from the pack will keep you at the center of customers' attention. •Learn how the traction of turning negatives into positives will help you gain powerful marketing momentum.
Harley-Davidson: A name that brings a smile to anyone who loves American motorcycles. For 100 years, that name has been synonymous with freedom, open roads, raw power and good times, and the Milwaukee motorcycles have spawned legions of fans world-wide who are fiercely loyal to their V-twin-powered machines and the company that built them. Since 1903, the Harley-Davidson Motor Company has endured wars, recessions, depressions, strikes, buyouts and buybacks, foreign competition, and ever-changing markets. It has survived all that, and thrived. Harley is now stronger than it's ever been, and shows no sign of slowing down.
Do you like antique Harley-Davidson motorcycles? Want to impress friends with your knowledge of those early H-D motorcycles? Curious what Harley-Davidson advertisements looked like in 1907 or 1916? Ever wonder what H-D motorcycle advertising was promoting in 1911? Well look no further, Harley-Davidson Motorcycle Advertising Volume 1: 1905-1917 is your year-by-year source providing a unique look at H-D motorcycle history through national advertising for these motorcycles made in America over 100 years ago.The collection of over 335 B&W historic company ads displays unique art work, the latest in engineering specifications and technological advancements, real period photographs, listings of racer names with results, and historical information. This volume of single and two-page ads is now being published in an effort to help preserve and keep American motorcycle history alive. These little known and seldom seen classic advertisements are found in the rare collections of digitalized issues of the very first motorcycle magazines published in the USA. These magazines include Bicycle World and Motor Cycle Review, Motorcycle Illustrated, Cycle and Automobile Trade Journal, and Motor.