Harley has definitely created a brand following and with
that a sense of community. The
brand has given the consumer a way to make friends and join a community of
other people just like them. The
consumer enjoys feeling special and this can do just that, therefore the
consumer will continue to stick with Harley simply because they are now “part
of the family”.
The Posse Ride helps to enhance the meaning of the brand
because they have created a gathering place for the consumers to go and use the
product together. Not only are the
consumers now using the product but also they are going with other consumers of
the same product to different places where they can buy more items from the
Harley brand. This is very smart
for Harley to do because while the consumer feels like they have their friends
by them just hanging out they are actually advertising for the brand and they
are consuming merchandise along the way.
Harley should not get more involved because then it will be
more like they are trying to sell the brand to the consumers when in reality
this is true, but the consumer feels as if its their choice and its not being
forced upon them. If Harley were
to get more involved it would become too commercialized and lose its essence of
the makeshift community that has been formed by the consumers.
In addition to the Posse ride, Harley could hold “Harley
Routes” for riders to go out and explore the country on routes given by other
riders. Similar to what Nike did
in Amsterdam and Paris, by allowing the riders to map out their travels with
their Harley bike they can then share that experience wit other riders who can
travel the “road less traveled” as well.
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