Get your motors running! On Tuesday, August 15, Harley Davidson (HDI) will change its ticker symbol to "HOG." HOG is the acronym for the Harley Owners Group, but this was adopted long after the term was a nickname for the bikes world wide. No doubt the change in ticker symbol will serve as a form of brand extension, which Harley excels at better than most.

I can think of many companies like Coca-Cola, Pepsi, Starbucks, Disney, FedEx, Porsche, McDonald's, Yahoo, eBay, Google, J&J, GE, and on and on that have strong brands that have been extended to every kind of merchandise and promotion imaginable. However, very few end up tattooed on someone's body. J&J, don't think so. Yahoo not yet. Google, maybe it's coming. For Harley Davidson it is common. The only thing I can think of that comes close is Snoopy and Micky Mouse, but they may be fading and HDI, I mean HOG, is still growing and strengthening its brand like few others. Could they be influenced by GOOG's symbol, whose brand is growing by leaps and bounds -- that might be a stretch.

So this week when the HOG's invade the market they will be riding high, and that includes their stock price, which is approaching an all-time high. Even more incredible, the company's fundamentals are looking good and do not appear to be topping out!