May 10, 2006
Brand Architecture: The Sophistication of Motorcycle Brand Names
In an April 30th Chicago Tribune article, Paul Duchene discusses the brand architecture or masterbrand strategy of major motorcycle manufacturers in detail.
It's quite an in-depth article. Duchene interviewed many within the motorcycle industry, including manufacturers and dealers.
I was also asked to comment on the brand architecture or masterbrand strategy being employed by the major motorcycle manufacturers.
This article makes for a very interesting read for anyone interested in motorcycles, brand architecture, or a masterbrand strategy.
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