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 comitatus Rides. 2.More resources should be played out on the posse comitatus Rides to meet the salary increase expectations of participants. 3.Dealerships should be more organize into the Posse Rides. 4.The Posse Rides should non be seen as defer profit meats. Reasoning: 1.hog wreak has been phenomenally winning at attracting members and chapters. From nothing 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 tardily reachable through copper Tales magazine. This is in particular outstanding for Harley given that its customers are so varied do it rough to reach them through handed-down marketing methods. HOG overcomes the gigantic differences in its membership by focusing on their normal passion, motorcycle riding. While members get to meet checkmate enthusiasts, Harley gets to take for their attention on Harley. As it preservenot compete with Nipponese imports on price, and perhaps quality, Harley has to focus on its brand. HOG builds brand corporation and dispels the sure-enough(a) image 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 worth(predicate) in the world.

Retaining Harley owners is clearly salaried; Harley estimates that active HOG members overhaul an extra $850 a class with the company. This translated into over $one century forty million, money that can easily be spent elsewhere by less(prenominal) loyal customers. 2.Given that HOG resolves to reserve and reach customers by building a brand community, the Posse Rides serve to create a brand within the brand. Lisa slipstream describes Harley as a mystique, a lifestyle as contrasted to a brand. This kind of scare is mixed with a cultist gumption of community, a dollop of patriotism and Americana, and committedness to riding... If you want to get a broad(a) essay, order it on our website: Ordercustompaper.com

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