4 Brands © Workin pairs. student A reads Case 1 and answersthe questions. StucentB reads Case 2 and answers the questions Harley Davidson ) tn 2009 he Haley Davidson bron was so Years ld, Although Hs band inage s based on the spirit of wld and rebellious youth such as ‘Marlon Brando in the Mn the Wild One sq), he typeal consumers ery diferent. they ae lial tobe rch, mislie-aged accountants tying torecapture ther youth. The averageage a Haley Davidson Customer is 46 compared with 36 forthe rest afthe motorbike industry At the party to elebrace the cantenary the suprise performer was actualy Eton fon, athe an the Railing Stenes who "any people had expected, This eased many ofthe 350,000 riders and desks to leave the event very unhapar. Although sales and tarnings tor Harley Davidson have been Iceasing forthe past 8 ‘years, many people see rouble onthe toad ahead, the probernis Haviey Davidson’ typial customers com fam the baby-an sereran Goes) nas ese sioner tele Haley E Davidson may id is maret sinking. ‘what is the brand image of Harley Davidson? \why were many people unhappy about the music atthe party? ‘what problem could Harley Davidson have in the future? \What can Harley Davidson do to preserve its sales? Should it change its brand image? Should it oak for new market segments? Should it stretch its brand? 4 Brands © Work inpairs, Student A reads Case 1 and answersthe questions. rTWo promotions Student B reads Case 2 and answers the questions, Harley Davidson } In 230% the Farley Davidson brand was 00 yeas ol, Athouz its brand imageis basedon tre spirit of wld and rebellous yuh such as ‘Marion Brando inthe the Wild One (3934), the typical censure! Is \verycliferent. They ate likly tobe ch, misdie-agec accountants ‘tylig toreceptur tnelr youth, The avetageage a! Harley Davidson customers i 46 compared wit 36for he rst ofthe motorbike industry At te party to celebrate ne cantenary thesurprise performer wes actualy Elton Jono rather than the Rallng Stones wa rary peoplehad oxpicted. This caused many oF the 250,000 riders andteale’s to leave tre event very unkapoy. ltrough selesand arnings for Harley Davidson have zen Inctoacing forth pasta years, many people see trouble onthe oad ahead. the prabiem is Hartey Davlasons typical custeriess come fram the babV-boam seneration (96-1964) and a5 these cisiomers etl, Harley G Dovelson may find itsmarket shining, What is the brand image of Harley Davidson? Why were many people unhappy about the musicat the party? What problem could Harley Davidson have inthe future? What can Harley Davidson doto preserve ts sales? Shoule it change its and image? Should i: lak for new market Segments? Snould itstreich iis brand?