個案資料

This article highlights the four key interrelated areas in which brand addiction can be planned: product, rewards, price and communications. Historically, marketers have focused on more traditional, obvious benefits of products. However, reward systems such as loyalty programs are useful in increasing differentiation and encouraging consumer habituation. Intrinsic consumer rewards (e.g. personal satisfaction) stand in contrast to extrinsic rewards (e.g. point systems), but when consumers repeatedly modify their behaviours in order to, for example, achieve more points, they may convert extrinsic rewards into intrinsic ones. Firms have long used discounting and loss leaders to attract business and, in going a step further, a “free price” for a product may help to foster product addicts. Here, consumers can pay in other ways, such as through attention, referrals or feedback. Furthermore, firms are increasingly using communications strategies to support the repetition of modified purchasing behaviours. Ultimately, the key is to conceive of the four elements of planning brand addiction in new ways, starting with a meaning for the product that goes beyond the main product benefit the customer derives, and then using the communications strategy to support the repetition of modified purchasing behaviours and to bring forth a new consumer consciousness.