Harley Davidson: A Way of Life

Question 1: Yes I do believe that brand communities, like Harley Davidson, result in greater involvement with the community because they host rallies and events that get their consumers participating first-hand with the brand and other fellow consumers. This strategy of strengthening a bond between consumers is very wise and will strengthen the brand name to its fullest. Also, by having resources in the touring rallies the consumers will get to voice their opinion and have it be heard so the Harley Davidson Company can improve their already beloved products. Although, I don’t believe that all brand communities result in greater involvement with the community because this is only achieved if they, like Harley Davidson, put out the effort to host events and opportunities for the community to be involved.

Question 2: Elements of the Posse Ride that I believe enhance the meaning of the brand for the riders is the rallies that the Harley Davidson riders participated in brought together riders from all over so it created a sense of togetherness when riding all together on their Harleys. By riding together through check points they were able to feel a sense of friendship that was all created by riding their Harleys so the riders valued this brand for helping create these adventures and memories.

Below is a video of a Harley Davidson European Rally:

I think it’s just amazing how this brand reaches out worldwide and to all age groups of people. From featuring young children wearing Harley Davidson jackets to senior citizens wearing their leather vests, the Harley Davidson company has succeeded in imprinting their brand as an integral part of their consumers’ lives.

Question 3: I think Harley Davidson shouldn’t get more involved in the ride because the participants might feel like their ride is being overpowered by commercialism. By having the Posse Ride consisting of Harley Davidson riders (with only a few resources dispersed throughout) the participants get an authentic sense of riding their motorcycles with only fellow motorcyclists. When you throw in a bunch of Harley Davidson promoters it will take away from the meaning of the ride being solely consumers who are reminiscing in their journey as a Harley Davidson rider.

Question 4: Other than the Posse Ride, Harley Davidson could increase involvement in the brand by expanding their rallies to be across the country. For example, the rally could start in California and end in New York and along the way the riders would be able to rest at checkpoints where local riders would be at to share stories and experiences. Another way to increase involvement would be for consumers to be able to visit the Harley Davidson headquarters, view the upcoming products, and then input their suggestions or preferences so the company could get immediate responses and opinions for future references. Riders could also have the opportunity to design their own product if Harley Davidson created a software so that the rider can interact directly in creating their own product.