Harley-Davidson Case Study

Harley-Davidson

Question 1: Do you believe brand communities like Harley-Davidson result in greater involvement with the brand?
- To me, it is obvious that the community created by Harley-Davidson is very beneficial to the company. It creates a large group of people who discuss, use, and share stories about the product. This allows the people involved to feel as though they are part of the company or brand themselves and makes them lifelong consumers of the product.

Question 2: What elements of the Posse Ride do you believe enhance the meaning of the brand for the riders?
- The Posse Ride allows Harley-Davidson consumers to become attached to the product emotionally. On the Posse Ride, members meet other members who share an interest in Harley-Davidson motorcycles. On the tour they, “…participate in several other tour activities with the other members often entertaining each other with stories about the adventures they’ve had with their Harleys.” These shared experience have one common denominator: Harley-Davidson.

Question 3: Should Harley-Davidson get more involved in the ride or would that dilute the ride’s meaning to the participants?
- Harley-Davidson is handling the Posse Ride exactly how it should. The Harley-Davidson brand has created its own culture, and the people involved are free to do what they want inside that culture. The freedom and companionship that comes with owning a Harley is what is meaningful to the participants.

Question 4: In addition to experiences such as the Posse Ride, what other ways could Harley increase involvement in the brand?
- Something that comes to mind is having a contest where members design their own Harley motorcycles, and the winners example is created and sold. Harley-Davidson races could be fun and unique too.