Harley Davidson & Its Brand Community

One of the strongest brand communities in the business world is that of Harley Davidson.

Every respectable Harley Davidson owner has participated or dreams of participating in a Posse ride. You might wonder why that is.

Well, to start with, the rides are excellent ways of discovering the USA. The long rides explore the country in depth and give participants the chance to explore various landscapes, hidden parts of the USA or legendary roads and broaden their horizons.

Moreover, what better way of interacting with people that share your love and passion for Harley Davidson than to be surrounded by them during a long, difficult ride? The rides offer customers the thrills and excitement associated with biking over long distances, with unpredictable weather conditions, changing sceneries, road mishaps and great road stories. Experiencing everything from burning deserts to snowy mountains, freezing temperatures to torrid rays, everything brings you closer to your companions.

The customers see these trips as big American adventures, a change from the daily routine and a way of experiencing complete freedom. And you even get a t-shirt to brag about it to your friends and family (and everyone else jealous of your Harley).

If you are looking for an unconventional holiday, what would be more suitable than man, bike and nature combined with the all-American spirit?

The HOG Posse brand community is very much customer-centered, as the community feeling is more important than the brand itself. A community cannot exist without its members and their strong connections with one another. They all share several similar characteristics: their passion for biking, their love for Harley Davidson and their fondness of travelling and exploring. All the members know that their passion makes them different from their car-driving friends, and they are not afraid of showing their uniqueness.

The role of HOG is to create and negotiate meaning: HOG members define the Harley Davidson brand and help it grow by facilitating members to share stories about their HD experiences, and enabling such events. Members usually participate annually, in the course of several days, but they spend the rest of their year reminiscing about the ride, wearing their Posse t-shirts and proudly telling their acquaintances about their past or future Harley adventures.

HOG members receive information about the Posse through the HOG magazine; only around 500 bikers can take part in the Posse, so the community is exclusive, since many HD riders want to be part of it. The Posse allows customers to affiliate themselves with the brand and its customers. What is most important, there seems to be an unspoken, connection among HOG members. On the road, a group ethos always develops, as friendships and the intimate road experiences create long-lasting friendships.

Posse participants develop their own community rituals and habits, such as the story nights or the Posse oath. They are clearly devoted to the brand and develop strong social attachments with one another during such events.

The notorious ride made it to the Harvard Business School Case folder. If you would like to read more about it, scroll down.