Harley-Davison Case Study

1) I definitely believe that brand communities result in a higher involvement with the brand. Brand communities give the consumers a sense of belonging, creating strong connections with the consumers' emotions and memories. They give consumers an unique and distinctive experience, helping in the creation of these individuals' identity with the brand. Moreover, brand communities give consumers a great opportunity to relate and connect with other people of similar interests.

2) I believe the long-distance bike rides help the consumers to enhance the meaning of the brand for the riders because they promote the sense of freedom, adventure, and rebellion, helping the consumers to relate to the "Harley lifestyle". They also offer an opportunity to the riders to connect with others, show off their bikes, and share experiences. 

3) I do not believe Harley should get more involved in the rides. The Posse Ride seems to be working fairly well and as its objectives is to enhance the cultural aspect and lifestyle associated with the brand, giving the consumers a carefree, rebellious experience, if Harley gets too involved, the sense of freedom will not be the same and the results these rides will have in the brand community may become negative.

4) There are several other ways Harley can increase involvement with the brand. It could get its consumers to participate in products design, through personalization of motorcycles and gear, as well as through ideas for new products design. They could also develop a sort of "brand loyalty honoree", in which consumers would get a distinct certificate in the purchase of their first, second, third bikes, and so on. These certificates would be personalized with the information of each consumer, such as, which model of bike was bought, when, etc. Last, a really cool idea would be a campaign with pictures and videos on social media, where consumers would upload pictures or videos in the craziest places their have ever ridden their bikes to, for example, creating a photo and video gallery with their experiences. These galleries would be accessible to everyone, and consumers could share their experiences, and get ideas for possible places and rides they would like to adventure themselves to.

I love the idea of brand communities. Very very interesting case study! I hope to one day be able to help creating experiences such as the Posse Ride to consumers. They are fun, healthy, and promote brand involvement.

Isa