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Harley-Davidson Inc. is not only one of Milwaukee’s most important companies, it is one of the most iconic brands in the world.
The company’s motorcycles, the classic growl of their pipes and the Harley logo are known worldwide. It’s Milwaukee metal. Harley enjoyed a long track record of growth since the mid-1980s by selling its motorcycles and soft goods as more than just products. The company sold a lifestyle. And the baby boom generation bought it.
By marketing that lifestyle, Harley enjoyed success and loyalty that most companies could only envy. The brand loyalty of its customers is so fierce that many riders have the company’s logo tattooed on their bodies.
However, Harley-Davidson has been adversely affected by the Great Recession.
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