Harley Davidson Case Study

1: Do you believe brand communities like Harley-Davidson result in greater involvement with the brand?
I think that brand communities like Harley-Davidson result in greater involvement with the brand because having a positive community builds loyalty and consumer identification. Hardley-Davidson promoted destination rallies which gathered people who rode these motor vehicles together. The people who went to these events all had one thing in common: their bikes. In these meet ups friends are made and a greater appreciation of the Harley brand is created.

2: What elements of the Posse Ride do you believe enhance the meaning of the brand for the riders?
Gathering people who share the same interests to be had the biggest impact on enhancing the meaning of the brand for the riders. This is because their bikes represent them, and people make all sorts of changes and alterations to be the "better" bike or the "cooler" one. Since all the riders there are all familiar with bikes, friends are made and people can exchange advice and perhaps become really good friends for life.

3: Should Harley-Davidson get more involved in the ride or would that dilute the ride's meaning to the participants?
I think Harley should occasionally be apart of the rallies to directly connect with enthusiasts of his brand because it puts a real person behind all these rallies. I think riders would get a sense that he, too, is just like them and love bikes. I don't think Harley should be extremely involved however, because these Posse Rides are a place for normal people to connect. Harley can be considered a super celebrity.

4: In addition to experiences such as the Posse Ride, what other ways could Harley increase involvement in the brand?
Harley could also increase involvement in the brand by introducing other events rather than just the Posse Rides. These events could have little or nothing to do with bikes, but it still connects people together in one place to do something. I think doing some community service or charity work would definitely increase brand identity as well as public relations.