Abstract:
Nowadays it is becoming an uprising trend to build a brand community, to be a member of such brand communities and to share the spirit of the brand. For this reason, the importance of the brand communities and their effects on the companies are evaluated conceptually in this study. Followingly, a brand community which has the most number of members all over the world in this manner; Harley Davidson will be examined. As the conclusion of the study, it is seen that the attendance to the brand communities can increase the customer loyalty; more positive relationships can be built with the product, brand and the other customers; the word-of-mouth activities can be increased and basically a higher value can be provided to the brand.

Keywords: Brand, brand communities, brand community models

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