1. TY Marketing Subcultures of Consumption

2. What is a subculture? Sometimes consumers can become brand loyal whereby they always buy a particular brand of a product, e.g. Coca-Cola would have a high level of brand loyalty. However, sometimes people become more than loyal to a brand. They see the qualities associated with a brand as so relevant to them that it becomes part of their identity. A subculture is a group of such fans.

3. Harley Davidson The connotations: the loud rumble of a Harley engine; black leather riding apparel; and, of course, the Hell's Angels and other stereotypically unsavoury, grizzled, bearded, beer-swilling, tattoo- covered biker gangs. Over the years, the "hog," as the bike is affectionately known by its riders, developed a reputation as the preferred transportation of outlaws; a gritty subculture grew up around the motorcycle and established it as an iconic badge in America and abroad. Though remaining the ride of choice for hard core bikers, by the end of the 1990s the Harley—once feared and despised by law- abiding middle and upper-class Americans—had been gradually transformed into well-polished, sporty recreational vehicles for "weekend warriors." Ironically, possession of a Harley—with its rich history and lore—was becoming a status symbol.

4. Harley Davidson The subculture is robust that it brings together people who share common interests, values and behaviours. There are even different segments within a subculture. A Harley Davidson fanatic of Latin origin is known as a Harlista http://www.youtube.com/user/harleydavidson?blend=1&ob=4#p/u /18/RfHxa_kqL-8 http://www.youtube.com/user/harleydavidson?blend=1&ob=4#p/u /18/RfHxa_kqL-8 Harley Davidson transcends cultures… http://www.youtube.com/user/harleydavidson?blend=1&ob=4#p/u /20/W5nsdmBIhk0 http://www.youtube.com/user/harleydavidson?blend=1&ob=4#p/u /20/W5nsdmBIhk0 And genders… http://www.youtube.com/user/harleydavidson?blend=1&ob=4#p/u /42/HKQGUBsFd30 http://www.youtube.com/user/harleydavidson?blend=1&ob=4#p/u /42/HKQGUBsFd30

5. Star Wars Vs. Star Trek Science fiction fans in particular are noted for obsession and the creation of subcultures. Some believe this is because space is now the unknown frontier that undiscovered lands once were, inspiring mystery and imagination. Many Sci-fi fans treat their obsession as almost religious and some seem to want to exist in this make believe world. What is the appeal of Star Wars? Star Trek? Harry Potter?

6. Star Wars One of the major legacies of Star Wars is the importance of merchandising. Never before was it so integral a part of a movies promotion and success. http://www.youtube.com/watch?v=28W6ibM I6Gc http://www.youtube.com/watch?v=28W6ibM I6Gc http://www.youtube.com/watch?feature=end screen&NR=1&v=V9KKJuwsut4 http://www.youtube.com/watch?feature=end screen&NR=1&v=V9KKJuwsut4

7. The fans Star Wars fans are known to have become so fanatical that they actually made some actors involved in the films come to regret playing their part. http://www.youtube.com/watch?v=yfEw5H_LSo Q http://www.youtube.com/watch?v=yfEw5H_LSo Q Some never became as famous as their character… http://www.youtube.com/watch?v=cGctB8aXpKE

8. Trekkies Arguably, however, no fans are so dedicated as Star Trek fans... http://www.youtube.com/watch?feature=end screen&v=cZt3RTeGtZk http://www.youtube.com/watch?feature=end screen&v=cZt3RTeGtZk