Building Brand Community on the Harley-Davidson Posse Ride THis case describes marketing techniques in the motorcicle industry, particularly Harley Davidson.

Recommendations: 1.Harley-Davidson should continue to sponsor copper, and the Posse Rides. 2.More resources should be spent on the Posse Rides to meet the rising expectations of participants. 3.Dealerships should be more incorporate into the Posse Rides. 4.The Posse Rides should not be seen as bump off profit centers. Reasoning: 1.hogget has been phenomenally victorious at attracting members and chapters. From zero in 1983 it has grown to half a million members in 1,160 chapters. This is the center field of Harley-Davidsons market and it is easily strikeable by means of Hog Tales magazine. This is in particular important for Harley given that its customers are so varied do it hard to reach them by traditional marketing methods. HOG overcomes the wide differences in its social station by guidanceing on their common passion, motorcycle riding. temporary hookup members get to meet checkmate enthusiasts, Harley gets to keep their attention on Harley. As it cann ot compete with Nipponese imports on price, and perhaps quality, Harley has to focus on its brand. HOG builds brand corporation and dispels the old discover of Harley owners as Hells Angels gangs. In fact, Harley has been so successful in create its brand that BusinessWeek ranks it as the 44th intimately valuable in the world.

Retaining Harley owners is clearly lucrative; Harley estimates that active HOG members spend an wasted $850 a year with the company. This translated into over $one hundred cardinal million, money that can easily be spent elsewhere by less loyal customers. 2.Given that HOG resolves to retain and reach customers by building a brand community, the Posse Rides servicing to create a brand within the bra! nd. Lisa Laundry describes Harley as a mystique, a lifestyle as opposed to a brand. This kind of awe is mixed with a cultist sense of community, a dollop of patriotism and Americana, and commitment to riding... If you want to get a broad(a) essay, piece it on our website: OrderEssay.net

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