Brand communities
such as Harley Davidson’s most defiantly help create more involvement with the
brand. Brand communities help consumers
identify with the brands they love.
The elements within
the Harley Davidsons Posse Ride enhance the meaning of the brand for the riders
by offering an in-group feel, offering guidance, acceptance, belonging, and
teamwork. The Posse Ride is something
for riders to look forward to, because many riders form close bonds and
relationships with other riders who live in other places.
Harley’s
involvement to the ride is crucial.
Being more involved won’t dilute the meaning because the brand and
identifying with the brand community is what it’s all about. However, it is possible to create a new vibe
with new marketing which could disturb the original culture.
In addition to
Posse Rides, Harley could also work to increase involvement in the brand by
adapting its marketing strategies and offing more brand sponsored events. Offering special volunteer opportunities with
the Harley Davidson brand. They could offer mechanic clinics for brand
community members, and monthly raffles, and charity/fundraising events.
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