Few brands build such strong loyalty as that of Harley-Davidson owners. “You don’t see people tattooing Yamaha on their bodies,” says a motorcycle industry publisher. For that reason, a leading global branding consultancy called Interbrand regularly includes Harley-Davidson in its list of top 100 global brands. On the list of top 100 brands for 2011, Harley-Davidson was ranked 100th, the bottom of the list even though (according to Interbrand) Harley’s brand dollar value is up 7%.
When ranking different brands, Interbrand considers the many ways in which a brand benefits its organization—from attracting talented employees to building strong customer relationships. A brand’s final value depends on three factors—the role of the brand in the purchase decision process, financial performance of branded products, and the brand strength.
On the 2011 Ranking of the Top 100 Brands (see the complete list below), Coca-Cola is 1st. Harley-Davidson is 100th and right before Harley is luxury automobile manufacturer Ferrari. With this, the downward trend in Harley’s position in the list continues. In the 2010 list, Harley’s position dropped nearly 24%, falling from 76th in 2009 to 98th in 2010. While it’s still an honor to be mentioned, do you think the company should be worried about its brand?