Abstract
From a branding point of view, we cannot overlook the fact that Harley Davidson is very powerful, since many customers find embodied in its cultural principles and values that resonate with their own needs and beliefs.
These core values Harley Davidson relies on are:
Freedom: the motorcycle is often seen as a symbol of freedom as opposed to the closed and confined car. Moreover, many riders use the metaphor of the steel horse to refer to their motorcycle.
Adventure: riding a Harley motorcycle means being adventurous and brave. It is obviously linked to the American archetype of the Western hero, going further and further to discover new territories and frontiers.
American traditions and heritage: being the only survivor of the American motorcycle industry, Harley Davidson is strongly perceived as a representation of the country. Thus, buying a Harley instead of a sports Japanese motorcycle (like Yamaha, Suzuki, etc.) may be considered as a patriotic act.
