In the Posse Ride II survey results report, around 83% of customers think they have made lifelong friends because of Harley. The number indicates that Posse Ride offers a good opportunity for HOG members to develop or rekindle friendship when they ride together. So even though Harley riders may be from different states and different professional fields, they still have a common topic and interest to talk to each other. This brand community indirectly enhances the relationship between customers. In the meantime, the participation of Harley-Davidson Company! |s employees is also helpful for HOG to understand its customers. Managers or executives of Harley can recognize what customers need and what customers want through the Posse Ride, and then improve their products and services according to customers! | thoughts.
Moreover, Posse Ride is a challenge ride with a long time and a long distance. Only people who like riding, adventure, getting into a new environment are suitable to participate in Posse Ride. It is open for people who like freedom and want to take challenges. It also limits the number of participants. As a result, the Posse Ride becomes very unique and popular on the HOG events mix. In addition, Posse Ride adds impressive value to HOG and the Harley brand.
The event (Posse Ride) and the brand (Harley-Davidson) are bound together. In the Posse Ride, there are all the key elements of brand community for Harley-Davidson. As a consequence, the Posse Ride plays a leading role in the building of brand community in the HOG events mix.
The Essay on Customer Based Brand Equity Model
Customer Based Brand Equity Model (CBBE) The CBBE model approaches brand equity from the perspective of the customer – whether customer is an individual or an organization. The CBBE model provides a unique point of view as to what brand equity is and how it should best be built, measured and managed. The power of a brand lies in what customers have learned, felt, seen and heard about the brand as ...
