HARLEY DAVIDSON WE AND US

Brands that create communities like Harley Davidson or Nike, make buyers feel special and loyal to the brand, making them more likely to continue buying that brand in the long run. Other lesser known brands may be bought once in a while but because they lack the special factor, they will not be specifically looked for in the future while Harley Davidson will be looked for because of the history consumers have with the brand.

Harley Davidson's involvement should be limited to giving the consumers situations to meet people with similar interests. In this way, Harley Davidson is not only creating brand loyalty, they are also creating special memories that will later be linked with the product.

According to the “University of Chicago Press,” there is a limit to how much a brand should be involved with consumers. They were referring to ads where brands try to talk to consumer as a long time friend by using words like “us” and “we.” Consumers can respond positively or negatively depending on how close they were to the brand to begin with. If they are unfamiliar with the brand, they could feel like the brand is being to informal with them and may even be overstepping some boundaries.