Building Brand Community on the Harley-Davidson Posse Ride THis case describes marketing techniques in the motorcicle industry, particularly Harley Davidson.

Recommendations:

1.Harley-Davidson should continue to sponsor copper, and the Posse Rides.

2.More resources should be spent on the Posse Rides to meet the rising expectations of participants.

3.Dealerships should be more structured into the Posse Rides.

4.The Posse Rides should not be seen as take profit centers.

Reasoning:

1.hogget has been phenomenally victorious at attracting members and chapters. From nothing in 1983 it has grown to half a million members in 1,160 chapters. This is the center field of Harley-Davidsons market and it is easily reachable through Hog Tales magazine. This is in particular important for Harley given that its customers are so varied do it hard to reach them through traditional marketing methods. HOG overcomes the wide differences in its membership by focusing on their common passion, motorcycle riding. While members get to meet checkmate enthusiasts, Harley gets to keep their attention on Harley. As it cannot compete with Nipponese imports on price, and perhaps quality, Harley has to focus on its brand.

HOG builds brand corporation and dispels the old image of Harley owners as Hells Angels gangs. In fact, Harley has been so successful in building its brand that BusinessWeek ranks it as the 44th intimately valuable in the world.



Retaining Harley owners is clearly lucrative; Harley estimates that active HOG members spend an extra $850 a year with the company. This translated into over $one hundred forty million, money that can easily be spent elsewhere by less loyal customers.

2.Given that HOG resolves to retain and reach customers by building a brand community, the Posse Rides serve to create a brand within the brand. Lisa Laundry describes Harley as a mystique, a lifestyle as opposed to a brand. This kind of awe is mixed with a cultist sense of community, a dollop of patriotism and Americana, and commitment to riding...

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