The Question:
What are the names of all of the companies that are licensed by
Harley-Davidson Motor Company to sell products with the
Harley-Davidson name or logo on them?
Background:
Harley-Davidson has become a contemporary icon and has one of the
strongest brand identities in the world. Besides the motorcycles that
H-D manufactures and sells, there are many other products that are
sold in the U.S. that bear the Harley-Davidson name or logo. H-D
receives royalties on each of these product sales.
The following excerpt is taken from the Harley-Davidson 2002 Form 10-K
which can be found using the SEC?s EDGAR system:
Licensing. The Company creates an awareness of the Harley-Davidson
brand among the non-riding public and provides a wide range of
products for enthusiasts by licensing the name ?Harley-Davidson? and
numerous related trademarks owned by the Company. The Company
currently has licensed the production and sale of a broad range of
consumer items, including t-shirts, jewelry, small leather goods, toys
and numerous other products. The Company also licenses the use of its
name in connection with a cafe located in Las Vegas. Although the
majority of licensing activity occurs in the U.S., the Company
continues to expand these activities in international markets.
The Company?s licensing activity provides a valuable source of
advertising and goodwill. Licensing also has proven to be an
effective means for enhancing the Company?s image with consumers, and
it provides an important tool for policing the unauthorized use of the
Company?s trademarks, thereby protecting the Harley-Davidson brand and
its use. Royalty revenues from licensing, included in Motorcycles
segment net revenue, were approximately $36 million, $32 million and
$31 million during 2002, 2001 and 2000, respectively. While royalty
revenues from licensing activities are relatively small, the
profitability of this business is relatively high.
Based on the research I have done so far, I believe Harley-Davidson
has engaged The Beanstalk Group to manage its licensing operations.
The following excerpt is taken from the Beanstalk Group website at
http://www.beanstalk.com/casestudies/harley.html
HARLEY-DAVIDSON
The Challenge
Harley-Davidson wanted to broaden its brand image, and to cultivate
new consumers and future Harley-Davidson motorcycle enthusiasts. The
challenge was to create a licensing program that would maintain the
Harley-Davidson mystique while appealing to new customers.
The Solution
The name Harley-Davidson represents an attitude toward living rooted
in the spirit of adventure, individualism and personal expression.
Leveraging these brand attributes, Beanstalk professionals worked in
close partnership with Harley-Davidson to develop a strategic
licensing plan aimed at not only the traditional core audience, but
also at families, women and children. Key categories included apparel,
collectibles, toys, social expression and entertainment.
Beanstalk's team identified clear criteria for licensee selection,
partnering only with "best of breed" manufacturers. Then, working
closely with the licensees, Beanstalk ensured that their customized
products met the unique needs of the Harley-Davidson dealer network.
The favorable pricing Beanstalk was able to arrange allows both core
and new motorcycle enthusiasts to benefit from the licensing program.
Beanstalk's day-to-day management of the licensees and continuous
brand education program guarantee that Harley-Davidson's licensed
products communicate a unified message at retail.
Some time ago I placed a call to the Harley-Davidson licensing
department and listened to a recorded message stating that they no
longer provide a list of authorized licensees. While it may be their
prerogative to protect that information in order to protect their
dealers, I believe that such information is in the public domain and
is not protected or copyrighted.
That is why I have posed the above question:
What are the names of all of the companies that are licensed by
Harley-Davidson Motor Company to sell products with the
Harley-Davidson name or logo on them? |
Request for Question Clarification by
tutuzdad-ga
on
11 Dec 2003 07:12 PST
I found a database sanctioned by Harley-Davision that allows you to
look up all authorized dealers of HD bikes, HD accessories, HD
services, etc, in multiple countries, searchable by country, state, or
zip code if this will be of use to you.
I don't know how you will extract the entire content of the database
into one single list but it appears to hold information on all
authorized dealers of these products and services everywhere that they
are offered.
Would you like this searchable database as an answer?
Regards;
tutuzdad-ga
|
Clarification of Question by
electraglide-ga
on
11 Dec 2003 09:25 PST
I am looking for the names of licensees. I am NOT looking for the
names of authorized Harley-Davidson DEALERS who sell their motorcycles
and related parts, accessories and motor clothing. I am aware of the
Dealer Locator that is available on the H-D website- that is NOT what
I am looking for. As further clarification, my primary interest is in
licensees whose licenses are applicable to sales in the USA as opposed
to other parts of the world. An example of a licensed product would
be, for example, the manufacturer of a clock with the Harley-Davidson
logo. Here is some text from a web-site selling such a product:
Harley-Davidson Clock
is ?born to ride?! Chrome-plated clock displays 12 different Harley
motorcycles from the 2002 model line. Each hour, 1 of the 12 bikes
?revs? its engine and you?ll hear the power of a genuine Harley engine
(light sensor silences sounds at night)! Great for home, workshop,
garage or for the ?Hog? lover on your list! Uses 3 AA batteries (not
incl.).
So I am looking for a list of licensees that has the name of the
manufacturer or distributor (but in any event, the licensee) of all
such licensed products. Again, I am not looking for dealers,
resellers, retailers, etc. Just the licensees.
I hope this provides the clarification you were looking for.
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