As Harley-davidson markets motorcycles, clothes, toys, and restaurants, it uses its strong <u>brand image</u> which is an intangible resource.
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What is an intangible resource?</h3>
In essence, an Intangible resources refers to those the resources a business owns that are not physical but still provide real value. An example of intangible assets is the intellectual property held by a business, such as songs, designs, trademarks, software licenses, motion pictures, customer lists, franchises etc
These resources can be extremely valuable to the company and in some cases have more value than all of the company’s tangible assets.
A brand image is also an Intangible asset and it means the perception of the brand in the mind of the customer; it is also an aggregate of beliefs, ideas and impressions that a customer holds regarding the brand.
Therefore, as Harley-davidson markets motorcycles, clothes, toys, and restaurants, it uses its strong <u>brand image</u> which is an intangible resource.
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