Table of contentsIntroductionMarketing-facilitated consumption events (Brandfest)Impact of brand festivals on customer relationsBrandfest brand and customer loyaltyEffectiveness of marketing-facilitated brand festivalBrand parties in Harley-Davidson motorcyclesRelationship to thesisTypes of brandfests - HOG communityImpact of marketing-facilitated brandfest in HOGConclusionAn essay examining the implications of "marketing-facilitated consumer events marketing” (brandfests) in relation to the HOG (Harley-Davidson Owners Group) community. Say no to plagiarism. Get a tailor-made essay on “Why violent video games should not be banned”?Get the original essayIntroductionThis report aims to examine the marketing theory topic of “marketer-facilitated consumption events” (brandfests) and its connection to Harley Owners Group (HOG). The Harley Owners Group is the community of Harley Davidson motorcycle brands, one of the world's leading motorcycle manufacturers. Marketing environments change with time, so marketers are always in a dynamic mode of operation in order to implement rough strategies at the right time. Even in the midst of discovering new metrics, the relationship between the customer and an organization still ranks first in every aspect in a business environment. Brand community is an implementation of such a type of relationship, in which customers of a particular brand come together to form a community that relates to each other in a way that includes acquired similarity , tradition, consumption patterns and a sense of responsibility for everyone's well-being. this brand (Muniz and O'Guinn 2001). The relationship between customer loyalty and corporate financial performance is well documented and widely accepted (Bhattacharya, Rao, and Glynn 1995). Therefore, the stronger the brand community, the more intense the relationship between customers and the brand. For the purposes of this essay, brandfests are defined as marketer-facilitated consumer events that include consumption activities organized by responsible brands to enhance the transcendent consumer experience (TCE) with the specific outcome of loyalty increased customer base through connections with a brand community (Shouten, McAlexander and Koenig). 2007).Marketing Facilitated Consumer Events (Brandfest) Marketing Facilitated Consumer Events are the events organized by the brand owners or the company in order to promote themselves and also to intensify the relationship between the customers. It is one of the key practices for delivering transcendent customer experiences to increase customer loyalty. Conceptually, there are primarily two types of transcendent customer experiences: flow experiences and peak experiences (Privette 1983). Flow is a unique, goal-oriented style of short-term experience, while peak is a less intentional, but transformational experience, capable of creating unforgettable memories through the psychological force of attractions. Brandfest events fall under the peak consumer experience, where consumers feel extremely intimately connected. phenomena such as the relationship with nature, anthropology, social interactions, etc. These types of customer experiences have the ability to create a positive impact on customer attitude and behavior and keep them connectedwith the brand. Qualitative research theories illustrate that participation in marketing facilitated Consumer brand festivals strengthen each of the components such as customer relationships, increase or expand the brand community, and thus strengthen the community as a whole (Mc.Alexander et al. 2002). Mc.Alexander also shows that the impact of brandfests is greater for customers who have less experience with and engagement with the brand, making brandfest a strategically powerful tool for building strong customer loyalty . The majority of companies organize charity programs or sporting events as part of brand festivals, as this provides the opportunity to create a social bond between customers and non-customers with the brand (Peloza and Hassay 2007). Another important aspect is that companies always approach customers with a welcoming attitude to introduce them to a pleasant atmosphere (Shouten and McAlexander 1998). Evaluating the above postulates and theories, it is clear that brandfests play a relevant role in marketing by improving customer base. loyalty. It serves as a platform to integrate human minds, build relationships and therefore build customer loyalty. Brandfests are events that not only focus on current community members, but also serve as a platform to find new customers. Overall, brandfests contribute to four types of customer relationships. These are customer-product relationship, customer-customer relationship, customer-brand relationship and customer-business relationship. Impact of Brand Festivals on Customer Relationship The impact of brand festivals facilitated by marketers on customer relationship is enormous when compared to other types of customer relationship enhancing factors. Customer -The product relationship will increase a lot during brand festivals, because the event forms a psychological bond between the product and the customer through a set of components organized during this event, such as contact with natural environments, programs motivation, etc. Such motivational events make the client feel more. proud of this brand, and they will feel that they have achieved a prominent status in society. Thus, the relationship between the brand and the customer will improve further. The customer-customer relationship is very important as it plays an indispensable role in increasing the number of customers and thus expanding the brand community. At Brandfest events, in addition to current customers, a large number of non-customers will gather. These non-customers have the opportunity to learn about the service, quality and status of the responsible brand from approved customers and authorized persons of the brand. In return, the brand also has the opportunity to invite new customers. Existing customers can also provide certain feedback regarding the services and maintenance of the brand. The business can also understand its marketing status with the help of comments. Thus, the customer-company relationship will intensify. Brand celebration and customer loyalty The success of a marketing-facilitated brand celebration relies on the effectiveness of the brand celebration conducted by the brand company. The majority of brands focus on improving the customer experience. From my point of view, the higher the efficiency, the higher the customer loyalty and brand community expansion will be. Effectiveness of Brand Festival Facilitated by Marketers By analyzing the graph, we can understand that if both components increase, it positively affects the size of the brand community andit increases. The area of ​​the triangle formed by plotting a graph between customer loyalty and brandfest effectiveness can be considered as the size of the brand community. The effectiveness of the brandfest can be increased by including components capable of providing a transcendent experience to the consumer, such as the location of the event, the provision of free gifts and services, etc. requires the consumer to render a certain degree of consideration to the branded company, even if this is not the case. immediate or economic (Purkayastha 2004; Sahlins 1972). Brand celebrations in Harley-Davidson motorcycles Harley-Davidson is one of the largest motorcycle manufacturing companies established in 1903. HOG, which is abbreviated to Harley Owners Group, is the official community brand of the Harley-Davidson company . The company, now in a privileged position, has had its own stories of success and depression. However, the company's marketing strategies require great appreciation, because after the end of the World War, profit hares began to decline. It was because of the new entries that they faced greater depression until 1980. In 1983, they developed the Harley Owners Group, an official brand community for self-promotion and increase in customer loyalty. As a result, they succeeded and so far there is no other brand community as accessible as HOG. After HOG was founded, they started organizing brand festivals facilitated by marketers. based on traditional marketing theories and giving more importance to customer loyalty. By analyzing their performance after creating a brand community, we can understand that by organizing brand festivals and events, customers automatically shifted to a mood of emotional connection with the brand. This psychologically created a relationship and became part of their culture. They implemented a maximal form of consumer experience by giving the customer a kind of epiphanic nature. The high degree of transcendent experience offered by the company by organizing branded events in return, generates enormous customer loyalty and, by extension, the community. brand motorcycles. Referral Candy BLOG (2016) explains that they regularly host the above community rides, donation drives and other social events. Donation drives and charity gatherings are a certain type of meaningful brand celebrations, the funds raised through these gatherings are donated to several charitable organizations. Such brand celebrations make the customer's mind more emotionally connected with the brand. At the same time, the effectiveness of the brandfest increases as in the thesis. Apart from this, to increase the effectiveness of brand festivals, they maintain certain policies and discounts for customers. Gifts are more meaningful when they are able to garner more attention and understanding from the company (Sherry 1983). Impact of Marketing Facilitated Brand Festival in HOG According to Robin Farley (2002) of UBS securities, Harley Davidson enters a record export history of 35.9%. of their productions across the world and contributed to approximately 49% of the motorcycle market sales in 2002. From these cumulative values, we can understand that the unorthodox decision of the brandfest plays an important role in the recovery of Harley- Davidson from a great depression. .ConclusionBy evaluating the above research findings, marketer-facilitated consumer events or brandfest can be considered as some events that constitute a strategy.