PAULINA JASWIEC

STRATEGIC BRAND CREATION & BRAND MANAGEMENT

MK 526 PETER CESNAK

Brand Loyalty Audit

#96 (100 top global brand 2013)

Sector: AutomotiveBrand Value: 4,230 million

William Harley, & three Davidson brothers

American Motorcycle Manufacturing Company

Milwaukee Wisconsin

20th Century

1 of 2- survived the Great Depression & Period of Japanese Competition

‘Harley’ – traditional heavy weight bikes created to cruse HW

‘Chopper’- style of bikes built from scratch to look hand crafted

Brand History

Strategies Competition

Lifestyle Brand: create a common meaning & diff

ways of living that meaning from all walks of life

Diversity Mission: Foster Culture: “like u, we are

diff” Passion/ Beliefs:

Built on Shared mentality Co-Create:

Collect ideas fan base

Empowerment: 1.being a part of a whole & 2.new target women (heart of HD

brand- “Rebel for- not against”)

Asian & European Markets: Value for

money at all Price points

Company Innovation: Urban

mobility concepts

HARLEY LIFESTYLE “We Ride With You”

Mark Han RicherSenior VP & Chief Marketing Officer

Personal History Loyalty

Monster Truck ShowsJohnny Goodson:

Biker Build-Off: Discovery Ch

Rock-n-Roll Lifestyle BroHood: Biker acceptance Live on wild side: Explore

yourself & world around you. “You live once” mentality

“We fulfill dreams of personal:

Freedom, Purpose, & Individuality” -Harley Davidson

#86 (100 top global brand 2013)

Sector: Alcohol (fnb)

Brand Value: 4,642 million

Jasper Newton “Jack” Daniels (16 yrd old)

American Distiller of ‘straight bourbon’

1846 in Tennessee

Highest selling in the world. (But not the best!)

Historically produced at 90-100 (US) Proof. Changed to 80

“Image is everything”

Look & act- like ur product

Wanted signs were replaced with JD signs. In the Wild Wild West u needed to be fearless.

Brand History

Strategies Competition

Iconic Global Brand: Legendary Status: #8 of

the WORLD! Reinforce the meaning-

around the world Brand becomes “it’s

story”: Affirming its authenticity

by telling and proving the story.

Influence the audience by the heritage then by the taste. (french wine)

Distribution Chains & Accessibility: Spirits, beer, and

wine VERY controlled.

Media Exposure: attracting by visual

social involvement

Stay relevant: New messages &

products

“56 Men signed the Declaration of Independence,

1 man put it in a bottle ” -Jack Daniel’s

Personal History Loyalty

Culturally Shared History Development of Amer.

Shared Social Meaning Respect: Head of House Gift: Holiday, &

special events Males custom

Promotion Engagement Business propositions Legacy

Iconic Image JD is what America

stands for Expected Growth:

Alcohol market- worldwide

Millennial Attitudes & Behaviors Largest generation

since Baby Boomers who: Frequently consume More likely to try new

things Increase in flavored

drink trends

When a Brand Becomes a Story

#2 (100 top global brand 2013)

Sector: TechnologyBrand Value: 93,291 million

Larry Page (American) & Serey Brin (Russian) 40 y

Stanford University

1996

Built a search engine

More than 30 Thousand working ‘Googlers’ worldwide and growing

Google Mission:

Build amazing things While make using our

services easier Seek to identify the

problems of tomorrow

Organize the worlds information

Make it universally accessible

Brand History

Strategies Competition

Sharing Lifestyle Brand: Offer ways to keep up

1. Relationships- email2. Entertainment- video3. Commerce- store4. Information- spreadsheet5. Self Enhancement- translator6. Google LAB- show & involve

Brand becomes a culture: Create a internal corp culture

that transcends externally New Leadership & Organization

No experience- drive & mind Salary. Fulfillment & Destiny Internal = External

Vision is a way of life large w/ game plan & army of

visionaries

New markets Doorways or

country lines

Innovation Developing

new services & updating old (personalize

experience)

Speed & Storage

“Building great products depends on great people”-Google

Personal History Loyalty

Growing up near Silicon Valley Watch industry development 10 yrs younger & college students You can be serious w/out a suit on My first Nintendo & Mario Bro

Iconic Image Successful with no

experience workers? The Google lifestyle

Expected Growth: Internally and externally

Millennial Attitudes & Behaviors Importance of WIFI- deal

breaker Search for new trends Created a Open Culture to

live a lifestyle Living a purposeful life

When a Brand Becomes it’s own Culture

THE END

Questions? Comments?