Abstract

Harley-Davidson, Inc. the USA-based motorcycle manufacturing company founded in 1903, is one of the oldest motorcycle manufacturers in the world. In 1983, the company started a brand community named the Harley Owners Group (HOG), which went on to become one of the largest factory sponsored motorcycle communities in the world. The caselet describes the various activities organized by HOG and the role HOG played in helping the company come out with innovative designs.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• The reasons for starting the Harley Owners Group (HOG)
• The role of brand community in brand development
• Balancing between innovation and maintenance of the cult status.

Keywords

Harley Davidson, Motor bikes, Harley Owners Group, Brand Community and HOG membership