Building Brand Community on the Posse Ride
Angela Juang, Bo Brown, Daniel SoBuilding the Harley-Davidson Brand CommunityBackground & Issues
Objectives
Opportunities
Recommendation
Action Plan
Risk Mitigation
Q & AAgendaThe ProblemThe ProblemThe ProblemThe ProblemBackgroundHarley Owners Group (HOG)Facilitate lifestyle experience based on Harley-DavidsonMembership > 500,000
Destination Rallies
Rolling Rallies
ObjectivesOption 1: Expand Posse RideOption 1: Expand Posse RideBenefits
Increased satisfaction in multiple member segments
Increased customer-management interaction
Increased ease of coordination
Increased member participation while retaining exclusivity
Option 1: Expand Posse RideRisks
Decreased member interest with loss of overall exclusivity
Decreased member interest with loss of novelty
Increased planning costs
Increased strain on management
Option 2: Eliminate Posse RideOption 2: Eliminate Posse RideBenefits
Increased customization
Increased integration of Harley Davidson in customers daily lives
More Active Membership
More brand loyalty
Less discontentment among members
Option 2: Eliminate Posse RideRisks
Disregarding the need of members who want exclusivity and prestige
Lack of interaction among members from different geographical locations
Absence of management interaction with members
RecommendationAction PlanRisk MitigationUniqueness and exclusivity through the original
Nature of events organized by local chapters
Achievement through recognition in the Hogs Tales magazine
Awarding of points for visiting other chapters
Meet the Management events at key-city chapters
Q & A