I have often cited Harley Davidson as one of the great branding achievements.
It is great for two reasons. You can measure the value of the brand.
(1) The same motorcycle design by Honda sells for $10,000 less than the Harley. (See right photo.)
(2) Everything about the Harley brand fits into everyday living. That includes logos, cigarette lighters, coffee cups, long trips to Harley events, Harley riding friends and the Harley rider's perceived personality.
Nothing else in the world of branding or even the idea of branding comes close. Harley has made some lemons, quite a few actually, but it has never phased the brand.
Part of Harley's success comes from the love of the product by the Hell's Angels MC which no corporation could ever hope to duplicate.