The second Harley-Davidson Posse Ride a strenuous 2.300 miles, 10-day trek from South Padre Iceland, Texas, to the Canadian border is settled “for serious riders only.” Harley Owner Group (HOG) Director Mike Keefe need to decide if this rolling rally HOG earned a place in the line, and if so, what to adopt the philosophy and tactics in future design. This case helps students in one of the world’s strongest brands have to consider issues of brand loyalty, close-to-the-customer phil … Read more »

The second Harley-Davidson Posse Ride a strenuous 2.300 miles, 10-day trek from South Padre Iceland, Texas, to the Canadian border is settled “for serious riders only.” Harley Owner Group (HOG) Director Mike Keefe need to decide if this rolling rally HOG earned a place in the line, and if so, what to adopt the philosophy and tactics in future design. This case helps students in one of the world’s strongest brands get to issues of brand loyalty, close-to-the-customer philosophy, the cultivation of brand community, and the day-to-day execution of relationship marketing programs look at. What are the benefits of relationship programs such as these are incurred? Brand community can be built? How? What is the role of the marketer in this process? Is it better to develop customer intimacy or empathy when executing close-to-the-customer goals? Can management really compensate seemingly disparate subcultures as bikers retired, yuppie weekend warriors and serious outlaws within a community? Including color exhibits.
To maximize their effectiveness, color cases should be printed in color.
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from
Susan Fournier
Source: Harvard Business School
37 pages.
Publication Date: Aug 23, 2000. Prod #: 501015-PDF-ENG
Building Brand Community on the Harley-Davidson Posse Ride HBR case solution