Harley Community

Brand community is defined as an enduring self-selected group of consumers that share a system of values, standards and representations (a culture) and recognizing bonds of membership with each other and with the whole. Brand communities are characterized in shared consciousness, rituals and traditions, and a sense of moral responsibility. These communities are formed on the basis of attachment to a product or marque. In marketing and advertising brand communities try to connect brands, individual identity and culture. When people take a closer look in consumer behavior, the concept of a brand community focuses on the connections between consumers.

            Harley Davidson is the perfect company that encompasses loyal brand communities. To Harley Davidson their brand community is a business strategy. The brand, itself, had developed as a community-based phenomenon throughout America. The “brotherhood” of riders, united by a shared passion for the bikes, offered Harley the basis for a business strategy as the unique motorcycle manufacturer that understood bikers on their own terms. To reinforce this community position and connection themselves between the company and its customers, Harley staffed all community-outreach events with employees rather than hired hands. For employees, close contact with the consumers they served added meaning to their work that the weekend outreach assignments routinely attracted more volunteers than were needed. Many employees became riders, and many riders joined the company. Executives were required to spend time in the field with customers and bring their insights back to the firm. This close-to-the-customer strategy was codified in Harley-Davidson’s operating philosophy and reinforced during new-employee orientations. Decisions at all levels were grounded in the community perspective, and the company acknowledged the community as the rightful owner of the brand. Consumers now have the mindset “Harley Davidson does not make motorcycles. They make Harleys…”