Harley Davidson has built their brand for the last 110 years to not only sell motorcycles but also clothing. Through their interactive global community Harley Davidson has successfully created a brand community by utilising the key aspects of participation, trust and commitment.
“Brand communities are specialized and non- geographically bound: they are based on structured sets of social relationships among admirers”(Hameedi et al 2015)
The Harley Davidson website alone provides
- membership with road maps
- service providers
- event information
- clothing line
Harley Davidson outreach to their customers is huge! 95K on Youtube, 1.4 million on Instagram and 7 million on Facebook. Research shows that through Facebook pages, consumers interact with all three levels of engagement, being affective; expressing enjoyment through the brand community, cognitive: seeking out information about the new products, events and merchandise, and behavioural: this is when individuals can share, like and interact with the brand through the community forums, notably the Facebook page and the website membership section.
Their advertisement further reinforces the brand community, an individual must see that their own personality and self concept align with the brand personality, this can be done through brand identification, brand trust and brand commitment.
AFFECTIVE ENGAGEMENT: COMPANIONSHIP & ENJOYMENT
This advertisement highlights freedom, bike riding with friends that progresses to riding a Harley, Harley personifies freedom, a trait in which we all align with.
This advertisement highlights the respect you receive if your apart of the Harley Davidson community…..even sleeping with married women. Harley personifies respect.
A SENSE OF BELONGING
This advertisement highlights how people perceive the brand, ‘Hard core, full of bikies’ etc, through using this ad they showcased that they have a diverse range of members.
INDIVIDUALISM WITHIN THE COMMUNITY
Through this final example they have highlighted the bombardment of outside noise, through riding a Harley Davidson bike your breaking free of all that, its you…just you and the bike.
Harley Davidson has built an incredible loyal brand following, the company is globally successful. Diversity is their strength with the love of motorcycles their glue.
Harley Davison, is not just a bike, its a brand community and a way of life.
Laurence Dessart Cleopatra Veloutsou Anna Morgan-Thomas , (2015),”Consumer engagement in online brand communities: a social media perspective”, Journal of Product & Brand Management, Vol. 24 Iss 1 pp. 28 – 42
Wafa Hammedi Jay Kandampully Ting Ting (Christina) Zhang Lucille Bouquiaux , (2015),”Online customer engagement”, Journal of Service Management, Vol. 26 Iss 5 pp. 777 – 806
Noel Albert Dwight Merunka, (2013),”The role of brand love in consumer-brand relationships”, Journal of Consumer Marketing, Vol. 30 Iss 3 pp. 258 – 266
William C. Smith and Robert Ingram 2012′ Building a community’ Economic Development Journal, vol. 11, no. 3, pp. 41-47.
Reto Felix, (2012),”Brand communities for mainstream brands: the example of the Yamaha R1 brand community”, Journal of Consumer Marketing, Vol. 29 Iss 3 pp. 225 – 232
Harley Davidson 2016, ‘about company page’ Harley Davidson, viewed 30/4/16 <harley-davidson.com/content/h-d/en_AU/company.html>
Mux78, 2010, Harley Davidson Commercial, online video, 13th October, Harley Davidson, viewed 30th april 2016 <youtube.com/watch?v=zhk3_DirK9I>
Harley Davidson, Live your legend, online video, 18th April, Harley Davisdon, viewed 30th April 2016 , <www.youtube.com/watch?v=9MdVZ6poN7E>
Webrelate, Harley Davidson Commerical 2012, online video, 18th March, Harley Davidson, viewed 30th April 2016 <www.youtube.com/watch?v=pA1JQicm1_Y>
TelevYzion, Harley Davidson new commerical -NC Video Production, 2011, online video, 14th November, Harley Davidson, viewed 30th april 2016, <www.youtube.com/watch?v=kCAh1Q71XSE>