Harley-Davidson made its first appearance on NBCUniversal’s Brand Power Index, which measures brands that garner the most female attention.
In its debut on the list, Harley ranked 194 out of 500 companies that were studied from July 1, 2010 to June 30, 2011.
Harley was recognized for Best Breakthrough Buzz. It scored well for staging initiates to grow the number of women enthusiasts, including women-only garage parties, its first-ever “biker boot camp,” the launch of “women riders month” and its website forum for women.
Also recognized for specific accomplishments in the index were the brands Frito-Lay, CVS Pharmacy, Kotex and Barbie. The results were based on a compilation of online data from Compete, social media buzz data from new Media Strategies and person-to-person interviews by Keller Fay Group.
“The most successful brands we’ve seen over the last 12 months not only engaged women across multiple platforms, but also created the opportunity for women to engage with one another and contribute to the brand conversation,” said Melissa Lavigne-Delville, VP of trends and strategic insights, integrated media at NBCUniversal. “It was these brands that took risks, redefined their category, experimented with social media, and made room for humor in their messaging, that really climbed the index.”