Rebuilding the Brand

How Harley-Davidson Became King of the Road

By: Clyde Fessler

Narrated by: L. J. Ganser

Length: 3 hrs and 57 mins

Publisher's summary

In the early 1980s, Harley-Davidson was on the verge of bankruptcy. In the general public's opinion, quality was substandard - of both motorcycles and riders. Harleys leaked oil and were often broken down. Riders were roughnecks, out to raise hell. The Harley-Davidson brand was tarnished. What s more, the charges were true.

By the mid-1980s, Harley couldn't produce enough bikes to keep the public happy. Dealers were selling bikes off the showroom floor, struggling to assuage customers' frustration. And today, Harley-Davidson is a model brand. Harley-Davidson isn't just a motorcycle company anymore. It is a community, a look, a source of self-expression, an all-American appeal for freedom - all expressed in one little logo.

So, what happened? How did Harley manage to pull itself from the fire, brush itself off, and ride off into the sunset? The secret: branding. Histories will tell you how Harley-Davidson closed the quality gap between Hogs and the cheaper, faster, sleeker Japanese bikes; how Harley used Japanese manufacturing methods to increase its cash flow; how Harley clawed its way back from the brink of bankruptcy. All these aspects were important to Harley's rise from the ashes, no doubt, and as such are discussed in this book. But the true power of the big, beautiful, orange-and-black machine that is Harley-Davidson lies in its image, the Bar and Shield, the brand. Rebuilding the Brand: How Harley-Davidson Became King of the Road is the story of how a core group led a team of not only marketing folks but also employees, management, dealers, and vendors to rebuild the Harley-Davidson image.

©2014 Clyde Fessler (P)2014 Audible Inc.

Fantastic Book On Branding and Building Community

I own and run a business with a growing community, this book is filled with ideas, insight and wisdom. One of the few books I’ve listened to twice

not my favorite business book

there are some gems in here. but its more a book promoting Harley than a book for a budding entrepreneur.

Excellent read or should I say listen!

They made a mistake when they were talking about easy rider they said Jack Nicholson played the role but he did not it was Peter Fonda and Dennis Hopper they said it was Peter Fonda and Jack Nicholson but other than that it was a good lesson loved it.!

awesome

great insight for any harley rider and enthusiast very informative and insightful highly highly recommend

Total shit if you wanted to learn

you will learn nothing from this. this is a history book but without the impact.