3. What is HOG's role in developing community for the Harley-Davidson brand?

Brand Loyalty and tradition - Increasing involvement along the present rituals aids in making
the customers more committed towards the brand.
Feedback mechanism - Such communities are a good way for getting instant feedback from
the users. New product releases can be analyzed much more effectively and hence the
community gets reflected in the upcoming projects.
Customer engagement - Communities like HOG and organizing various events results in like
minded people coming together and identifying the consumer sentiment towards the brand
which can further be unified.
Affiliation - The culture and the lifestyle associated with brand is harvested through these
communities and becomes aspirational for the non-affiliates which helps in attracting them. It
is like a moral responsibility for Harley to maintain the reputation after setting the
expectations so high.
Showcase service - It is a promotional tool as the rides and commotion attracts different
groups and tourists. For a product-based brand like Harley Davidson, it is an opportunity to
showcase its additional services to the customers and become more customer centric.