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Analyse a Brand Community of Harley Davidson - Essay Example

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Analyse a Brand Community of Harley Davidson

Whenever one thinks of Harley Davidson, the first thing come in the mind is of course the bike but alongside they probably may think of an open dessert highway with open jacket and boots and an exhaust rumbling that could make a jet engine meek. The bike stands for individuality, freedom and rebelliousness. And these qualities are reflected on a Harley Davidson rider (As One, 2011). The brand community which will form part of the report is Harley Davidson Owners Group. It is a community which was started in 1983, a web based community. This community is supported financially by Harley Davidson (Donaldson & Toole, 2007, p.153).The club has more than million members around the world. The members of the Harley Davidson owners group tend to be a little different. It has a heritage of the early 1903 and it has been associated with loners and rebels. The motor cycle is referred as personal expression. The Harley Davidson riders are not just buying a machine which is faster, bigger and powerful but they are buying lifestyle. The bike is all about brotherhood and self expression, hanging out with friends and travelling easy (Stermer, 2007, p.20). Subculture Subcultures of consumption are distinct and it is for a homogeneous group who are formed for a particular set of consumption or activities. Harley Davidson motorcycle owners form such a group of subculture. Four main phenomena of Harley subculture were presented. Consumer Initiated New-Product Development Harley owners are stylish and technological advanced in motorcycle equipment and their clothing. They exhibit a subculture of an extra ordinary commitment which is usually not unique to a biker’s subculture. One of the heritages of Harley is the grass root innovation. Harley in modern days continues to have an intimate relation with its riders through its activities in rallies and corporate sponsorships. The clothing of Harley Davidson is regarded as hardcore biker’s style. For example, the black leather vest with insignias serves as the uniform of the Harley Owners Group. By 2000 HOG has about 60,000 members (Keown, 2005, p.12). When it comes to mass marketing, Harley Owners Group (HOG) has marketed the outlaw of motorcycle club. The HOG have a symbolic uniform which makes them a part of Harley Davidson group. Grooming is more important for the HOG members. The HOG sponsored rally which included lectures on motorcycles, its safety and maintenance along with a focus group which concentrated on HOG merchandise (Association of consumer research, 2009). The brand identification of the Harley owners group is covered under brand resonance. HOG members are identified and serve a good relationship with the brand. Signs of loyalty are indicated by Harley tattoos, stickers on the bumpers of their bikes and through wearing of Harley apparel. The community has around five lakhs members and about 1200 chapters (Kumar, 2007, p.71). Harley’s owner group are located around the world and this makes it easier to identify the brand much strongly and also identified as a spirit of freedom and independence. HOG has created a mentality of freedom of the open road (Bailey, 2011). Ethos is regarded as a core set of values for Harley Davidson owners. It includes a feeling of freedom, machismo, patriotism and a religious aspect of the subculture for the Harley Owners Group (Bordens, 2006, p.216). Tradition has always been mainstays of Harley Davidson and this is followed by HOG. The retro look has always been the ...Show more
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Analyze a brand community of Harley Davidson. In this analysis you should give a short overview of the main characteristics of a brand community and justify how your chosen community has these characteristics. Table of Contents Analyze a brand community of Harley Davidson…
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Analyse a Brand Community of Harley Davidson
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