Harley Davidson

Harley Davidson is a well know company and have diehard fans that participate with the brand itself. The Harley community has the Hog Owners Group, H.O.G which has benefits if you are a part of it. The perks of being a H.O.G are the H.O.G Magazine, insurance, roadside assistance and Harley rentals. Another way the community is brought together is by Posse Rides and destination rallies set up by Harley. These rides get more riders to participate with the brand. The Posse rides generate enthusiasm for the brand. Riders have even created their own twist to the rides and have made traditions and oaths that are mandatory for riders to do before a ride. The destination rallies were created to increase riders’ involvement with their product and the brand. All of these tactics created togetherness within the Harley community.

Having the Harley communities creates more involvement with the brand because of all the activities brings the riders together. The fact that the community created traditions on their own shows how involved people are with the brand and what it stands for. Having involvement within the community creates brand loyalty which is something every brand wants.

Posse Ride

Elements from the Posse Ride like riding in a group and having checkpoints enhance the meaning of the brand. It shows that H.O.Gs stick together and have each other’s backs. The checkpoints show how dedicated the members are and how serious they take riding. But at the same time these rides also show how the riders are carefree and rebellious. The oath that riders take before the ride promises that they will participate fully in the ride. This oath also shows the dedication.

I don’t think Harley should get more involved than they already are in the rides. I think it would dilute the riders’ meaning to the participation. The riders are supposed to be free when they ride and too much interference from the brand would ruin that freedom for the riders. The brand doesn’t need to get more involved because the community is strong as it is and will still be loyal to them.

I think things like social media networks could be a way for Harley to increase involvement in the brand. Social networks could be used to set up events. Riders could share their experience, things they have done or seen and talk about their bikes with others thus causing outsiders to want that same experience that their friend had.   

I think Harley has done the best job at having a tight loyal community. Their consumers are loyal to their brand and love to participate in the activities that are created.