＂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 Harleymanage
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. Told through the perspective of Clyde Fessler-who held several positions within Harley, from head of marketing
services to VP of business development-Rebuilding the Brand provides dynamic branding information couched in an entertaining story. Fessler describes the methods used to create the iconic image
Harley-Davidson enjoys today, methods that can be translated to nearly any industry, and explores the topics ofbrand experience, brand personality, brand extension, brand association, brand
consistency, and brand welfare＂--
