Harley Davidson: A Brand Community

Getting consumers more involved with a brand means connecting people- connecting people in a way that creates a brand “community”. Harley Davidson is one of many that have succeeded in building relationships with those who purchase their products. The Posse Ride, for example, is one of Haley Davidson’s chief traditions and is great example of how they create deep connections and memory associations with their consumers.

There are countless elements of the Posse ride that enhance the meaning of the Harley brand, anything from the “passports” riders are handed to checkpoints riders pass along the way, and most importantly the conversations and memories riders make with other enthusiasts time and time again. This is what constitutes tradition. Harley has successfully involved consumers through organized rides, thus creating meaningful relationships, which we then re-associate with the brand in the future. Riders [consumers] are connecting themselves not simply to the brand but also the Harley businesses they stop at along the route. This is such an imaginative way to connect consumers to brands and distributers. This ritual is quite meaningful, probably more so to riders than anyone else. Rituals such as signing the “Posse Oath” also reveal so much about consumer’s values [their Harleys].

Harley could always get more involved with their consumer’s culture. I think it would be wise to say that we can always learn from others. The Harley Posse ride has already been shaped by consumers into what it needs to be; getting Harley more involved would only enhance the experience for riders. At times big name brands give off a vibe as though they are untouchable; whereas a more hands on approach shows consumers appreciation and is the right thing to do from a moral standpoint. After all, riders are the ones buying these Harleys; let’s show them some respect!

          Harley is so well established it seems they don’t even need to worry about increasing involvement with their brand. It kind of just sells itself. It’s an entire culture and this will never go away. Now, on the other hand, I also think that Harley could increase involvement by diversifying themselves. Meaning, they could do things like make themselves more affordable worldwide. I also think that Harley has an image that is more rebellious than let’s say a Vespa or a Prius, and I think this intimidates some. I think “softening” up their image could be one way to increase or diversify involvement, for a brand that is already so well established in American culture.