Question 1: Do you believe brand communities like Harley Davidson result in greater involvement with the brand?
Yes! It give the consumers a better chance to better understand the company and get to know others who purchase the brand's products. The communities allow for fellow purchasers to exchange stories and possibly recruit more people through positive free advertising. With a brand that's positively reflected through its customers, the higher the possibility of a consumer bringing a friend or two to the communities set up.
Question 2: What elements of the Posse Ride do you believe enhance the meaning of the brand for the riders?
Certain elements like the "passport" that is stamped with each part of the ride completed and other tour activities definitely enhance the meaning of the brand for its riders. It brings more of a meaning rather than just riding around solo from one side of town to the other, the participants gather together to have fun and travel great distances. Not just to get from point A to point B, but to bond during the distance.
Question 3: Should Harley Davidson get more involvement in the ride of would that dilute the ride's meaning to the participants?
If Harley Davidson got more involved in the ride, it could possibly dilute the ride's meaning. It should remain as a means for riders to communicate with one another freely. If the brand gets too involved, the meaning just doesn't hold up as much potential.
Question 4: In addition to experience such as the Posse Ride, what other ways could Harley increase involvement with the brand?
For those not as involved with Harley as those in the Posse Ride, the brand could possibly set up a meeting area before the ride for lesser known travelers. This "pre-get-together" could help those who are fairly new get used to Harley Davidson and boost productivity among their consumers.
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