Harley Davidson

I do believe that brand communities result in greater involvement with the brand. When consumers feel as if they're a part of a family and that the brand really values them, they will want to participate more. They'll want to show others that they are a part of that family and will consume more product.

I think the fact that Harley Davidson sticks to it's roots of just being simple and allowing it's riders to ride together in a camaraderie really just solidifies the brand for the consumers. And the fact that it's across America just brings home the idea of an American product.

I think the amount of involvement that Harley uses is appropriate. They make the consumer feel involved while also being free. The passport is a great way to make them feel like the brand is really acknowledging them, like they're a part of the big picture. I feel like if Harley became more involved it would definitely dilute the rider's meaning to participate.

It's a tried and true practice but give aways that allow the product to go to the consumers more easily promotes the brand and makes consumers want the product more. I definitely think that it could increase the consumer involvement.