Harley-Davidson
Brand Strategy

Project Objective: Pick a struggling or declining brand to analyze and provide strategic communication recommendations. The brand can be a consumer, service, industrial or technology brand. The brand you choose must be struggling or in a state of decline - meaning it's under competitive pressure, losing market share, recovering from a recall, negative publicity, poor management decisions and/or neglect.

Working as project leader, we chose America’s premier motorcycle brand, Harley-Davidson. Below is our final presentation deck and creative brief. This was for our class’s “Battle of the Brands” competition.