most powerful brands, according to Roberts, are those that have built their own mythology. The one brand with perhaps more mythology attached to it than any other is, without doubt, Harley Davidson. Harley Davidson owners aren’t just loyal. They love the brand. when Harley Davidson attached its name to a range of aftershave and perfume. For lovers of the motorcycle, this was an extension too far. Harley Davidson had fallen into the trap of thinking that more products equals more sales. And it usually does, at least in the short term. See what went wrong. Reference: Kogan Page Brand Failures ... click here to refer to case
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