7-1 Discussion: Compelling Branding


I will paste all the information need and also a sample our professor from Markert post of us to follow.

My brand I chose for this topic is BISSELL vacuum cleaner. They been around 140 years. Not only is a good vacuum cleaner but they have a foundation to help pets with support shelter, rescue groups and spay organizations that are helping to reduce pet over populatiom across the country.


Partners for Pets

Choose one of your favorite brands. In your initial discussion post, explain what about the brand makes it compelling to you. How does the company use marketing to communicate the brand? Identify at least one way that the company could improve its brand communications. What should the company consider to avoid unethical marketing? How could unethical marketing affect its brand?


Why is the brand compelling to you?

My favorite brand is Harley Davidson. I own three of them. It’s not because they are the best built machine out there (they are not) or the most comfortable to ride (again, not). It’s because of how they have marketed the image of the Harley Owners Group, or HOG. Their motto is “It’s all about family”. No other brand has such an extensive support group, and it’s what makes owning a Harley fun.

How does the company use marketing to communicate the brand?

To owners of Harleys, The Motor Company sends quite a lot of printed literature. They have a catalog of new bikes that comes out in the fall of each year, and then shortly after that comes the accessories catalog. The dealerships also send out quite a lot of printed literature.

For non-owners, the Harley Davidson sign along the highway is pretty recognizable. They also sell merchandise at various non-Harley locations, such as the Las Vegas airport and some upscale hotels and shopping malls. I’ve also seen HD merchandise for sale in foreign countries.

Identify at least one way that the company could improve its brand communications.

HD needs to take more interest in social media and electronic communications. Newer riders who use social media as a reference point need to be in touch with riders’ forums and destination blogs. HD could be advertising on these sites, with links to local HD dealerships.

What should the company consider to avoid unethical marketing? How could unethical marketing affect its brand?

For unethical marketing, HD should watch their dealership network. Sometimes, despite the ban on having dealerships too close together, occasionally it does happen. In that case, there have been advertising “wars” and HD has had to step in among the owners. Unethical advertising practices like these could drive potential customers away from the brand entirely.


Dr. Alan

References: Harley Davidson (2017). Interbrand, retrieved from http://bestglobalbrands.com/2017/ranking/

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