Harley Davidson Case Study

Question 1: Do you believe brand communities like Harley-Davidson result in greater involvement with the brand?

Brand Communities like Harley-Davidson build up a "type of person". It feels similar to being part of a club. Whenever I think of Harley-Davidson, I picture a tough older man whose enjoying the roads. I think that Brand Communities build up a sense of identity and helps people gain a sense of belonging. The people who are part of the Harley-Davidson community all share a sense of aspirations and interest which all bond them together. I think by creating a brand community it gives people pride in expressing the brand. They wear the brand with pride. The personal connections for individuals promotes a sense of brand identity that goes along with the product and the people who use it.

Question 2: What elements of the Posse Ride do you believe enhance the meaning of the brand for the riders?

Posse ride builds a connection between brand and the consumer. These long rides with a group of great friends and bikes builds memories and pride to brand. Not only are these posse rides expressing their pride in the brand it's also strengthens the group's relationship to each other. The "Harley-Davidson" lifestyle builds up a portrait of freedom, rebellion, and pride for their country. The lifestyle has been expressed in many pop-culture films and music video as being free and wild. The posse rides promotes another American Lifestyle of being free, wild, and rebellious.

Lana Del Rey expressing the beauty and joy of the "Harley Davidson Lifestyle" 
"The joy of american life and living wild and riding free" 

Question 3: Should Harley-Davidson get more involved in the ride or would that dilute the ride's meaning to the participants?

Harley-Davidson builds up this idea of being free, wild, and reckless. I always think motorcycle shows really attract people or meetings where the Harley-Davidson riders could come together and share their bound and have the group grow. I don't think the Harley-Davidson should intervene too much with the brand because it might go against the idea of being free. I don't think the brand should try to limit what the riders can do because they wouldn't want a guideline or standard of how they should ride. I think Harely Davidson could host a large meeting in the middle of the country where riders could all come together and ride to meet with each other. It would show that the brand brings people together and shows a strong relationship between brand and consumer. 

Since Harley Riders would enjoy seeing other bikes because the brand all holds them together. The brand gives them a sense of belonging and sharing the interest of bikes would strengthen them as a group/community 

Question 4: In addition to experience such as the Posse Ride, what other ways could Harley increase involvement in the brand?

Harley Davidson could do a movement posse ride where all bikers meet at one location and drive through the states enjoying the road and each other. Riders could get to know each other talk about experiences and grow together as a community. All the Harley Riders share one common ground and from their they get to know each other. The Harley Davidson brand should put more involvement in trying to get the riders together by putting together cross country meet ups. Since the consumers take so much pride in the bikes they should have a contest of the best photos across the country and they're group they ride with. The best photo should be featured in magazines and a cash prize should be offered.

I really love the idea of brand communities. I feel like I really take part in the apple brand and that whenever I do see someone with an apple product I kind of feel like we have some sort of belonging or just feel similar. This case study was really interesting, I secretly kind of want to go for a posse ride.