When consumers think of Harley-Davidson, the image of a masculine, non-conformist is the likely associated with that brand name. With the Vespa motorscooters, the image is more likely to be a brainy environmentalist that wears polyester and socks that don't match. Both Vespa and Harley-Davidson:

Question

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Both Vespa and Harley-Davidson have distinct brand personalities, which are associations with human characteristics and emotions. Harley-Davidson's personality is seen as rugged and rebellious, while Vespa's personality is more intellectual and eco-friendly.

When Consumers Think of Harley-Davidson, the Image of a Masculine