Harley Davidson Case Study - Building Brand Communities

Brand Management
CASE STUDY
Building Brand Community on the Harley-Davidson Posse Ride
What are the benefits of long rides as Posse, for customers of Harley Davidson
(HD)? Evaluate the relational effects based on Exhibits 7 and 10, which refer to
pre and post evaluations.
Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet
Question 1
Question 1

Benefits of long rides such as Posse for customers?

Discover landscape  broadening the horizon

People with the same interests  social satisfaction

Thrills and excitement

Memorials (t-shirt, tattoo’s, etc.)

Get away from their stressed lives

‘Feel free’
Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet
Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet
Question 1
Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet
Question 1

Very satisfied with the Harley


The ride was tremendous

However, augmented product evaluated less

Customers feel not that ‘heard’
Can the Harley Owners Group’s (HOG) Posse be characterized as a community?
Question 2
Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet
Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet
Question 2

Community?

YES:

People want to be included

Exclusiveness, pride

Shared interests

Focus on the customer experience