An American Legend

Brand communities like Harley-Davidson result do result in a greater involvement in the brand because it requires an adoption of the lifestyle associated with that brand. If a person immerses themselves into a group like the Harley Owners’ Group they are most likely already attracted to the brand on some small level, and the more they participate in the community the more they are associate themselves with that particular brand. They will buy not only the motorcycles, but the clothing and magazines and any other things that allow them to be easily identified as a consumer of that brand and a member of that community.

The fact that the riders are actually riding the Harleys during the posse rides accentuates the bikes themselves and the effort the riders have put into their bikes. It brings the riders together to share similar interests and express their love for brand. Harley-Davidson shouldn’t get too involved in the ride because the riders that are there already have a love for the brand and may feel that they are showcasing the brand in the rides therefore do not need the brand too involved.Experiences like the Posse Ride allow consumers to actually get on their bikes and ride around, but that focuses on only one aspect of the brand. To increase involvement in the brand they need to promote another aspect of the brand, such as the lifestyle experience and what that entails.