Brand Community of Harley Davidson Essay Example | Topics and Well Written Essays - 1000 words

Brand Community of Harley Davidson - Essay Example This research will begin with the statement that brand community for Harley Davidson is the Harley Davidson riders. 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 desert 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. 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.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 motorcycle 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 a lifestyle. The bike is all about brotherhood and self-expression, hanging out with friends and traveling easy. Subcultures of consumption are distinct and it is 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. Harley owners are stylish and technological advanced in motorcycle equipment and their clothing. They exhibit a subculture of an extraordinary 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 relationship 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 ves t with insignias serves as the uniform of the Harley Owners Group. By 2000 HOG has about 60,000 members.