Bakery Crafts
Harley-Davidson Cake Decorating Kit
Here's a look at seven brand extensions that are a real stretch
Licensed by Bakery Crafts, this Harley-Davidson icing kit is sold to bakeries and pastry shops to make birthday confections fit for a Hell's Angel. The idea of linking the macho motorcycle brand with the domestic pastime of cake-making and its children's-party associations, proved highly discordant with the brand's core values—at least according to respondents to a survey of branding experts conducted by New York brand consultancy Tipping Sprung. The Harley-Davidson Cake Decorating Kit was voted "worst brand extension" in the firm's latest annual poll, published in December, 2005.
It's worth noting that Harley-Davidson won kudos the year before for its foray into footwear. The same poll recognized the company's stylish and utilitarian biker boots as the "best brand extension."