Harley-Davidson ranked fourth in a study of brand respect, falling behind Coca Cola, PespsiCo and Hershey’s. Much to CoreBrand’s surprise, Harley is one of the few non-consumer staple brands in the top 10. However, the reports notes, “the company excels with a strong vision, impeccable consistency, and smart brand extensions.” The report makes an exception for the brand’s cake-decorating kits. (Not sure what that is? Check this out.)
Harley’s favorability score has decreased a bit over the years from just under 80 in 2007 to just above 70 in 2012. But CoreBrand feels that’s more of a commentary on the economy rather than the brand. “While Harley-Davidson’s Favorability is in decline, we think this is due to economic pressure coupled with the position of the firm as an entertainment/lifestyle brand. Relative to other firms at the top (and throughout our entire database), they are still performing quite well and maintain their position as one of the strongest U.S. brands,” the report said.
View the full report here.
Harley-Davidson has been undergoing some change in recent years, with the addition of outsider CEO Keith Wandell. Rich Rovito outlined the brand’s new strategy in “Iron Strong,” a feature in our July 2013 issue.
