Harley Davidson Case Study

Brand communities like the example of Harley Davidson can result in a much greater involvement with the band.  By creating this community they turn consumers into active advocates of the brand as well as a community of people that are ready and willing to defend the brand if the need arises.  Because this experience tends to bring groups of friends into the fold, it creates a way for them to interact in a positive light within the brand.

The elements of the Posse Ride that enhances the meaning of the brand is the message that is constant throughout.  Harley Davidson has touched on the point that they are not just selling a motorcycle but more over they are selling the lifestyle that goes with it.  Through the posse ride they are re-enforcing and even contributing to the lifestyle that they are selling; The freedom to ride the open road.

By just conducting the ride, Harley Davidson is involved just enough, leaving the participants to fill in the rest and live within the community that is participating within.  As long as they build the experience, they will come. 

Harley Davidson could engage this community further through bike shows, conventions, ways to show off your Harley and tell your experience or lifestyle that you live through simply owning one.