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 HOG, and the Posse Rides. 2.More resources should be spent on the Posse Rides to meet the rising expectations of participants. 3.Dealerships should be more integrated into the Posse Rides. 4.The Posse Rides should not be seen as direct profit centers. Reasoning: 1.HOG has been phenomenally successful at attracting members and chapters. From nothing in 1983 it has grown to half a million members in 1,160 chapters. This is the core …showed first 75 words of 1085 total…

…showed last 75 words of 1085 total…lifelong friends because of my Harley 6. My Harley says a lot about the kind of person I am 7. I really understand what Harley is all about 8. No one but Harley-Davidson could put on an event like this 9. Harley-Davidson really understands what riding a bike is all about 10. I am satisfied with HOG 11. Harley-Davidson really cares about me as a customer 12. Harley really understands my needs 13. My Harley is an integral part of my daily life