Case Study The Project Founded in the first decade of the 20th century, Harley-Davidson is a brand with a 107-year history and a legendary image that inspires a strong brand community. William S. Harley and Arthur Davidson started producing motorcycles in a small wooden shed built by Davidson’s father and as production grew, built a more substantial brick factory on Chestnut Street, now renamed W. Juneau Avenue, in Milwaukee, Wisconsin. The

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