IndexIntroductionMarketer-Facilitated Consumer Events (Brandfest)Impact of Brandfests on Customer RelationshipBrandfest and customer loyaltyEfficiency of marketer-facilitated brandfestBrandfest in Harley-Davidson motorcyclesRelationship to the thesisTypes of brandfest - HOG communityImpact of marketing-facilitated brandfest in HOGConclusionAn essay examining the implications of “marketing-facilitated consumer events” (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 Shouldn't Be Banned"? Get an original essay IntroductionThis report aims to review the marketing theory topic of “marketing-facilitated consumer events” (brandfests) and how it relates to the Harley Owners Group (HOG) ). The Harley Owners Group is the community of the Harley Davidson motorcycle brand, one of the world's leading motorcycle manufacturers. Marketing environments change over time, so marketing managers are always in a dynamic operating mode to implement rough strategies at the right time. Even in the midst of discovering new measures, the relationship between customer and organization still occupies the highest position in all aspects in a business environment. Brand community is an implementation of this type of relationship, in which customers of a particular brand come together as a community that relates to each other in ways that include acquired similarity, tradition, consumption patterns, and a sense of responsibility for the consumer well-being. that 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 greater the strength of the brand community, the greater the intensity of the relationship between customers and the brand. For the purposes of this essay, brandfests are defined as marketing-facilitated consumer events that include consumer activities organized by responsible brands to enhance the transcendent consumer experience (TCE) specifically resulting in increased customer loyalty through connections with a brand community (Shouten, McAlexander and Koenig 2007). Marketing-facilitated consumer events (Brandfest) Marketing-facilitated consumer events are those events conducted by brand owners or the company to promote themselves and also to intensify the relationship between customers. It is one of the key practices to deliver transcendent customer experiences to increase customer loyalty. Conceptually, there are mainly two types of transcendent customer experiences: flow experiences and peak experiences (Privette 1983). Flow is a unique, purpose-driven style of short-term experience, while peaking is a less intentional, yet transformative experience capable of creating unforgettable memories through the psychological force of attractions. Brandfest events fall within the peak consumer experience, where consumers feel intimately connected with extreme phenomena such as relationship with nature, anthropology, social interactions etc. These types of customer experiences have the ability to create a positive impact on the customer's attitude and behavior and push them to stay connected with the brand. Qualitative research theories illustrate that participation in marketing facilitated Consumer brandfests strengthen each component, such as customer relationships, increase or extend the brand community,thus enhancing the overall community (Mc.Alexander et al. 2002). Mc.Alexander also explains that the impact of brandfests is greatest for customers who have less experience with the brand and less commitment to it, making brandfests a strategically powerful tool for building high customer loyalty. Most companies organize charity programs or sporting events in brandfests because it offers 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 start in a pleasant mood (Shouten and McAlexander 1998). Evaluating the above postulates and theories, it is clear that brandfests play a pertinent role in marketing by enhancing customer loyalty. It serves as a platform to integrate human minds, build relationships and thus 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 the customer-product relationship, the customer-customer relationship, the customer-brand relationship and the customer-company relationship. Impact of brandfests on customer relationship The impact of marketing-facilitated brandfests on customer relationship is huge compared to other types of factors that improve customer relationship.Customer -The relationship with the product will increase a lot during brandfests, because the event forms a psychological bond between the product and the customer through a series of components organized in that event such as contact with the natural environment, motivating programs etc. Such motivational events make the customer feel stronger proud of that brand and will feel that they have achieved a top status in the society. Therefore the relationship between brand and customer will improve more. The customer-customer relationship is very important because it plays an indispensable role in increasing the number of customers and therefore extending the brand community. At brandfest events, in addition to current customers, a large number of non-customers will gather. Non-customers have the opportunity to learn about the service, quality and status of the responsible brand from affiliated customers and authorized persons of the brand. In turn, the brand also has the opportunity to invite new customers. Existing customers can also provide certain feedback regarding the brand's services and maintenance. Also the company can understand its marketing status with the help of feedback. Therefore the customer-company relationship will increase. Brandfest and Customer Loyalty The success of a marketing-facilitated brandfest lies in the efficiency of the brandfest conducted by the branding company. Most brand companies focus on improving customer experience. From my point of view, the greater the efficiency, the greater the customer loyalty and the extension of the brand community. Marketer efficiency facilitated brandfest Analyzing the graph, we can understand that if both components increase, this positively affects the size of the brand community and increases. The area of ​​the triangle formed by plotting the graph between customer loyalty and brandfest efficiency can be considered as the size of the brand community. The efficiency of the brandfest can be increased by including components that can provide a transcendent consumer experience such as event location, offering of freebies and services etc. It makes the consumer obligated to return some degree of consideration to the brand company, even if it is not immediate or economical (Purkayastha 2004; Sahlins 1972). Holidaysbrand in Harley-Davidson motorcyclesHarley-Davidson is a major motorcycle manufacturing company founded in 1903. HOG, abbreviated to Harley Owners Group, is the official community brand of the Harley-Davidson company. The company, which now occupies a premium position, has had its own stories of success and depression. However, the company's marketing strategies need great appreciation because after the end of the World War, profits began to decline. It was because of the new entries, they faced even greater depression until 1980. In 1983, they founded the Harley Owners Group, an official brand community for self-promotion and increased customer loyalty. As a result, they succeeded and until now there is no other brand community that has the same reachability as HOG. After HOG was founded, they started organizing marketing-facilitated brandfests. Relationship to ThesisThe group of Harley owners organized marketing-facilitated brandfest events exclusively 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 brandfests and events, customers automatically moved into a state of mind of emotional connection with the brand. It psychologically created a relationship and became part of their culture. They have implemented a flagship form of consumer experience where they make the customer kind of epiphanic in nature. The high degree of transcendent experience offered by the company by organizing brand events in return produces enormous customer loyalty and, through community outreach. Types of brand events - HOG community The company sponsors motorcycle rallies around the world with its products for fans of their brand motorcycles. Referral Candy BLOG (2016) clarifies that they regularly organize the aforementioned municipal rides, donations and other social events. Donation drives and charity rallies are a certain type of significant brand events, the funds raised from such rallies are donated to different charitable organizations. Such brand manifestations make the customer's mind more emotionally attached to the brand. At the same time, the efficiency of the brandfest increases as in the thesis. Besides that, to increase the efficiency of brandfests, they maintain certain policies and discounts for customers. Gifts are more meaningful when they can ensure greater care and understanding from the company (Sherry 1983). of their productions worldwide and contribute approximately 49% of the motorcycle market sales in 2002. From these cumulative values, we can understand that the unorthodox move with brandfest plays a significant role in Harley-Davidson's recovery from a great depression .Conclusion Evaluating the above research findings, marketing-facilitated consumer events or brandfest can be seen as certain events that represent a marketing strategy to improve customer loyalty. These events are organized by the company responsible for the brand to create an emotional or social bond between the customers. From other From the customers' point of view, it exists as a promotional event of the brand among the non-customers. Upon closer examination, it is evident from the postulates and findings that as the efficiency of brand festivals increases, customer loyalty and community size also increase. On connecting the theories and postulates with the brand events of the Harley-Dvidson owners group (HOG), we can see that the pure implementation of the brandfest concept is applied in the HOG community without.