Every year Interbrand releases a list of the Top 100 global brands – ranking each company on its brand value and then assigning a dollar amount to that value. As such over the years, the Interbrand 100 has become the de facto metric on the strength of a company’s brand. For some time Harley-Davidson has been a stalwart of the Interbrand 100, with the Bar & Shield brand regularly getting the nod from the consultancy’s specialists — after all, how many brands are responsible for enthusiasts tattooing its logo on their body? However the past few years have seen a worrisome trend, as slowly Harley-Davidson has fallen farther and farther down the Interbrand 100 rankings.
On the cusp of falling out of the Top 100 global brands entirely, Harley-Davidson’s position on the Interbrand 100 is truly in jeopardy now, as the Milwaukee company finds itself ranked as the 100th most valuable brand worldwide. While certainly it is an honor for the Bar & Shield to even be mentioned on this list (Harley-Davidson is with some very good company on the Interbrand 100, and of note: Ferrari is ranked 99th), yet its continued downward trend has to be a worrying thought for investors and executives alike.
For a lifestyle company that also happens to sell motorcycles, Harley-Davidson’s core asset essentially is the H-D brand itself. Any change to the brand’s prestige or position, whether it be up or down, should be closely monitored. And while Interbrand says its dollar-value estimation of Harley Davidson’s brand has gone up 7%, we’re certain the bean-counters in Milwaukee have a firmer grasp on that real world dollar amount. Is it more important for Harley-Davidson’s actual brand value to be stronger? Or is it more important for its perception as a brand magnate to continue on? There’s something to chew on in the comments. The Top 100 brands of 2011 are listed below.