ABSTRACT
Is there a more recognizable symbol of the American spirit of freedom and independence than the unmistakable brand of Harley-Davidson? Rarely has one brand elevated its relationship with consumers to that of a lifestyle in itself. Yet this motorcycle manufacturer managed to grow from a company that started in a small wooden shed to one that celebrated its 100th anniversary in 2003 with a nationwide ride that attracted huge corporate sponsors, well-known entertainment personalities, and people from all over the world.
