Instructions

Using Harley Davidson, describe how the brand has built

its own Customer Based Brand Equity Pyramid

Go through each step to describe how Harley Davidson

has approached stage

Describe all elements that Harley Davidson has as a

brand in each section that works towards brand resonance

(What are the Primary Characteristics within the

Judgements stage, What feelings does owning a Harley

Davidson, at each stage.)

Customer-Based Brand Equity- Names Stages of Brand Development Branding Objective at Each Stage 4. Relationships What about you and me? Intense, active loyalty 3. Response What about you? Positive, accessible reactions 2. Meaning What are you? Points of parity and difference Deep, broad 1. Identity Who are you? brand awareness