Has Harley Davidson Gone Too Far With This Product Extension?
When I walked into the grocery store the other day, I was greeted by a shopping cart full of these:
Harley Davidson Beef Jerky! My husband loves jerky, so at over 50% off – I grabbed a bag.
How do you feel about this brand extension?
I'm sort of torn. On the one hand, I get the whole biker, king-of-the-road persona. I also get ruggedness and what Harley stands for. But on the other hand, it just doesn't seem appetizing to be because Harley (in my mind) is a performance MACHINE and jerky is food.
So, I'm left with this visual of greasy, rugged, bandanna guys tearing into jerky. I can't kick the automotive positioning that Harley has and transition into food.
I get Eddie Bauer and Ford Explorer.
I don't get Harley and Jerky.
Maybe the reason it was half off is because other people agreed.
