Harley-Davidson
1. Do you believe brand
communities like Harley-Davidson result in greater involvement with the brand?
Yes, I believe. I
heard that Harley-Davidson is a motorcycle brand which is very famous among the
people who enjoy riding motorcycle. The reason why the brand can be popular is
a power of brand community. The brand community is what is created by the
product. People who involve in the brand community usually exchange information
about products each other. In case of the Harley-Davidson, people gather together
to enjoy riding motorcycle. This is an important point to result in greater
involvement with the brand. The Harley-Davidson doesn’t have to advertise by
itself too much because people who ride the motorcycle together are promoting
it. According to what I heard, when they enjoy riding together, many men want
to join them because it looks cool. That is, without effort to advertise it,
the brand is seeing the effect from them.
2. What elements of the
Posse Ride do you believe enhance the meaning of the brand for the riders?
Have you ever felt dangerous
when you ride a motorcycle alone? I never ridden a motorcycle but according to
what I heard from riders, it is hard to be found by drivers when they drive a
car because of the motorcycle size that is relatively smaller than a car. This
fact can be a potential danger to threaten riders because if drivers didn’t
notice that there is motorcycle behind them, a car can be a kind of dangerous barrier
to pass the way for riders even though riders try to avoid a car. However, if
you ride a motorcycle with many other riders, drivers can see the group of
riders easily. Riders can decrease the burden of risk when they ride together.
That is, riding the motorcycle together is much safer than riding it alone.
Likewise, the safety can be one of elements which enhance the meaning of the
brand for the riders.
3. Should
Harley-Davidson get more involved in the ride or would that dilute the ride’s
meaning to the participants?
I think getting more involved
in the ride brings benefits to Harley-Davidson. The power to make their brand
strong is attributed to the Posse Ride. Encouraging them to ride is good way to
keep or even develop their brand power. The Posse Ride accounts for a big part
of Harley-Davidson advertising. Toyota spent a hundred million dollars to
advertise Camry, while Harley-Davidson spent only a million dollars to
advertise a motorcycle. This fact proves that how important the Posse Ride is
in their advertising. Therefore, Harley-Davidson should support the Posse Ride in
order to keep getting advertising effect from it.
4. In addition to
experiences such as Posse Ride, what other ways could Harley increase involvement
in the brand?
When a rider
continuously purchases the product of Harley-Davidson, giving an additional
discount can be one way to increase involvement in the brand. If Harley-Davidson
does so, riders are likely to keep utilizing the brand’s product. Or giving a
kind of certification which represent that the rider is special can be one of
ways. The certification will be what riders want to receive because it proves that
the rider who get the certification achieve recognition from Harley-Davison so
that riders feel that they are very special. They even might feel superiority
among the riders. If so, the certification can encourage riders to increase
involvement in the brand.
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