Harley Davidson Brand

  1. I do believe that brand communities such as Harley Davidson, not only creates brand involvement but encourages it. Think about it, when we like or love a certain product we want to buy anything with said product  printed or included in item we want to buy. For example- Disney, they have one of the largest consumer following, if you think about all of the merchandise, movies, TV shows and member clubs they have. It creates a common interest that people can share, so for people who apart of the Harley Davidson communities than like Disney they are able to interact and participate with peers who like the same thing and bond over that. Being apart of such clubs or organizations can also include exclusive club member merchandise, activities or events. This is where brand communities encourage brand involvement because some people just want to be apart of the clubs so that they themselves feel included and apart of something. 

  2. As stated earlier have exclusive "brand club member" events or activities allows people who belong grow more attached to their products because it gives the consumer the positive association with that brand. If good memories are created around a product than more than likely consumers will pass on the positive reviews by word of mouth creating more brand awareness and business. With that said Harley Davidson was smart to create a Posse Ride that allows brand fanatics to come together to bond over something that they all like and can share a good experience, which creates brand loyalty and enhance the already beloved product. 

  3.  In my opinion I believe that Harley Davidson should become a little more involved in the ride but only to an extent. They should include more brand related activities for their consumers to part take in, if they don't want to participate in the ride, so like a rally for instance. Maybe create booths with Harley related foods as an example, but then let their consumers take over and bond with each other that way they can share ideas, products, stories and good memories on their own terms. 

  4. Harley Davidson could campaign other products that appeal to a wider range of their target audiences. Maybe create more feminine products that can be associated with women who enjoy motorcycles or create a variety of other products or brand ideas that canappeal a younger audience-such as though to young to drive or operate a motor vehicle. Harley could create safety awareness rallies or charity rides to appeal to people who are concerned with sending a positive message to the community.