A strong brand name is a powerful moat abound a business.
Coca-Cola (KO, Financial) has one and that is why it occupies a permanent position in the Berkshire Hathaway (BRK.A, Financial)(BRK.B, Financial) portfolio. Ditto for American Express (AXP, Financial).
Harley-Davidson (HOG, Financial) is also a dominant brand name. The name Harley on a motorcycle is something that many enthusiasts demand.
But even a company with a powerful brand like Harley-Davidson can get in trouble.
Value investor Tom Russo (Trades, Portfolio) takes us through how Harley-Davidson lost its way in the midst of the credit bubble build-up through poor quality financing decisions on sales of its product.
