Harley-Davidson

The Harley-Davidson Motor Company is a motorcycle and apparel manufacturer, selling jackets, shirts, sunglasses and boots in addition to their bikes. Founded in 1903 by William S. Harley, Arthur Davidson, Walter Davidson and William A. Davidson the company is headquartered in the hometown of the company founders, Milwaukee, Wisconsin.http://www.harley-davidson.com/wcm/Content/Pages/H-D_History/history_2000s.jsp?locale=en_US

The first Harley-Davidson authorized dealership opened by C.H. Lang in Chicago, Illinois, in 1904. Six years later, the company introduced its famous bar shield logo. Harley-Davidson continued developing its bikes and gain in popularity over the next several decades, managing to remain in business during bleak economic times, like during the Great Depression. Today, the logos and heavy-bodied Harley-Davidson motorcycles are recognized around the world, with dealerships opening internationally.http://www.harley-davidson.com/wcm/Content/Pages/H-D_History/history_2000s.jsp?locale=en_US

The Harley-Davidson company owes at least some of its popularity to the perception that the Harley-Davidson brand not only represents a motorcycle, but a lifestyle. According to the chairman and former chief executive of the company, Richard F. Teerlink, "It's not hardware; it is a lifestyle, an emotional attachment. That's what we have to keep marketing to."

The brand has also benefited from endorsements from celebrities like Jay Leno and Arnold Schwarzenegger, as well as by being featured in iconic films such as Easy Rider and The Wild Ones.Strategy-business.com: How Harley Davison Revs its Brand