Milwaukee manufacturing icon Harley -Davidson easily won its second round Milwaukee Business Journal Brand Madness match, while the Pabst Theater, Koss and the Milwaukee County Zoo also advanced to the final 16. We've taken 64 of the Milwaukee area's most famous and iconic brands and matched them up, NCAA tourney-style, Eight spots have now been claimed in final 16 Milwaukee-area brands vying to be named Milwaukee's top brand, led by Harley and Sprecher. Harley was able to easily outdistance Milwaukee landmark Leon's Frozen Custard to advance and remains one of the top competitors to win the contest.