My Favourite Brands

 Harley-Davidson: For over 100 years, Harley-Davidson has successfully targeted, satisfied perceived needs and touched the lives of its target market, that is, men and women of 40+ years. It understands its target market well. It cultivates emotional bond via innovative graphic advertising and classic conditioning through exposure to its ads, merchandising and branding. It fulfills the brand promise with consistent product quality and meets perceived needs for freedom and sense of achievement. Harley Davidson is an iconic brand with highest brand loyality from generations of customers.

Tim Hortons is a symbol of nationalism and a lifestyle brand. It has become one of the most recognized brands in the country on the basis of effective branding, brand image and brand experience. It executes effective branding via ubiquitous brand name, signage, tagline and its red color, and brand image via creative advertising and sales promotions. Above all, it offers excellent brand experience at all touch points. Tim Hortons satisfies human needs for food and enjoyment (fun) by regularly introducing new products, maintaining superior quality and offering convenience, comfort and good value for money.

GoodLife is an umbrella brand for health products that I developed. It is my favourite brand because it was built on solid branding concept, symbolizes health and healthy lifestyle and satisfies human need for health and safety. Three rounds of focus group discussions (FGDs) were done to ascertain consumers’ perception for good health and how good health is perceived in images and words. The results of the FGD were tested with the opinion of the internal stakeholders to fine tune the consumer research findings and develop brand identity, that is, brand name, logo, tagline, brand treatment / presentation, brand foot print and positioning. GoodLife brand satisfies a lower level need (health) of a large market segment and promotes healthy lifestyle. It scored high marks for Brand promise in a post-launched survey. An image of the brand logo and tagline is attached.


GoodLife Logo

GoodLife Logo

Do you have any favourite brands?  Please comment and let us know and also the reason for liking them.


About Fazal Siddiqi
Fazal Siddiqi Writes on current marketing, branding, communications, diversity and socio-economic opportunities & challenges. He lives in Canada and works for OPAL Marketing Group.

4 Responses to My Favourite Brands

  1. Pingback: Does the Harley Davidson represent family and freedom any more or hate and Drugs? | Ride Things

  2. You’re definitely right about Harley Davidson and their branding.

    The customer loyalty of that company is amazing too. They have a way of being able to join together generations of riders that ordinarily could not relate to each other simply by the shared brand of the bike they ride.

    • Fazal Siddiqi says:

      Sorry, I missed your comment earlier.

      Good point – the Harley Davidson riders are from such a diverse background and with strong personalities, still they are united in a big group by sheer pride of riding a Harley Davidson.

  3. Pingback: Marketing Mirror Blog in 2010 – A Review « Marketing Mirror

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