StudentShare solutions
Triangle menu

Analyse a Brand Community of Harley Davidson - Essay Example

Nobody downloaded yet

Extract of sample
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
Cite this document
  • APA
  • MLA
  • CHICAGO
(“Analyse a Brand Community of Harley Davidson Essay”, n.d.)
Retrieved from https://studentshare.net/marketing/47963-analyse-a-brand-community-of-harley-davidson-in
(Analyse a Brand Community of Harley Davidson Essay)
https://studentshare.net/marketing/47963-analyse-a-brand-community-of-harley-davidson-in.
“Analyse a Brand Community of Harley Davidson Essay”, n.d. https://studentshare.net/marketing/47963-analyse-a-brand-community-of-harley-davidson-in.
  • Cited: 0 times

Summary

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…
Author : catherineratke
Analyse a Brand Community of Harley Davidson
Read Text Preview
Save Your Time for More Important Things
Let us write or edit the essay on your topic
"Analyse a Brand Community of Harley Davidson"
with a personal 20% discount.
Grab the best paper

Check these samples - they also fit your topic

Harley Davidson Branding
32). This strategic approach constitutes both the organization and the community’s perspective on the brand. The exact method that brand identities are constituted and manipulated is a subject of great debate within academic literature. While traditional approaches to branding implemented position statements – this product is better than another product because of these reasons – the contemporary paradigm of branding considers more emotional elements.
11 pages (2750 words) Essay
Harley Davidson marketing plan
ce 1920s has been on the height of studies and researches. The brand has always amazed bike lovers and so as the economic compellers to understand more about company’s real marketing tactics (Scott, 2008). I being the marketing consultant at Harley is going to come up with three years marketing plan and strategy for the company (Scott, 2008).
24 pages (6000 words) Essay
Harley Davidson marketing plan
The earliest Harley Davidson models were on the road and winning races as early as 1913, and by 1920 the brand had already been exported to countries outside the U.S. (HD History Timeline, 2010). The HD bikes are described by enthusiasts as having a unique design and historical legacy that dates back to World War I.
24 pages (6000 words) Essay
Harley Davidson Strategic Analysis
One of the major political aspects that affected the operations of the company in 2002 was the steel tariffs that were implemented during President Bush reign. As a result of the legislations that were protested by EU, the cost of production for the company increased thus reducing the gross profit.
12 pages (3000 words) Essay
Ducati Or Harley Davidson
The purpose is to present reasons whether Ducati should follow the strategies of Harley Davidson or vice versa. This is done by first explaining the business strategies of the two companies separately. Then a suitable explanation is produced to determine the feasibility of adoption of the strategies of both companies.
10 pages (2500 words) Essay
Harley Davidson
The company was started in the early 1900s and has successfully completed more than 100 years of operation. It is headquartered in Milwaukee, Wisconsin. This paper presents a short history, strategic plan and analysis of strategic direction, internal and external environment and the opportunities and challenges that Harley-Davidson and the motorcycle industry will have to face in the near future.
3 pages (750 words) Essay
International business: Harley Davidson
It involves the following: a) PEST analysis; which considers Political, Economic, Social and Technological factors in scanning components of management strategies. This analysis information can be used to guide the organization indecision making. In the case of Harley, changes were predicted in the demographic trends where older people and women could also become interested in bikes like the young men traditionally targeted using this technique.
8 pages (2000 words) Essay
Harley-Davidson Technology Strategies
# 1 Talon, a proprietary dealer management system, handles inventory, vehicle registration, warranties and point of sale transactions in all Harley-Davidson dealerships. Talon aids in performing time-saving tasks such as checking dealer inventory and generating parts orders, as well as allowing the company to review and analyze information globally.
3 pages (750 words) Essay
Harley Davidson Uk
After analysis the plan will position Harley Davidson in the UK market segment with the best marketing scheme. The best marketing scheme will be derived from
20 pages (5000 words) Essay
Harley davidson
Free cash flow margin was improve to improve to 14.68% as compared to the 13.03% in 2013 The company’s mission is about fulfilling on dreams of the motorcycling experience. It is possible to
4 pages (1000 words) Essay
Comments (0)
Click to create a comment
Let us find you another Essay on topic Analyse a Brand Community of Harley Davidson for FREE!
Contact us:
+16312120006
Contact Us Now
FREE Mobile Apps:
  • About StudentShare
  • Testimonials
  • FAQ
  • Blog
  • Free Essays
  • New Essays
  • Essays
  • The Newest Essay Topics
  • Index samples by all dates
Join us:
Contact Us