May 25th, 2011
Super Brands!

BBC Three aired another installment of Secrets of the Superbrands last night. With some fascinating insights into how fashion brands get us to buy their clothes.

Nike for instance, spends a whopping £1.8bn per year marketing what is already a genuine ‘superbrand’.

Then there’s Adidas, whose Gary Aspden (their global head of entertainment promotions) seems to have singlehandedly created incredible brand loyalty. How? By giving free stuff to upcoming “grime” stars who, now they’ve made it big, legitimately promote Adidas to the younger generation and wider fanbase.

Perhaps more significant were the findings of Professor Gemma Calvert of Neurosense.

It’s well known that great branding triggers emotive responses, but Calvert’s results went one step further. Her research entailed monitoring neurological reactions to cheap handbags versus expensive ones, with some interesting results.

Calvert showed that while cheap brands elicited no response, expensive brands triggered feelings associated with ‘reward, craving and addiction’ – all the activities found in the ‘pleasure centre’ of the brain.

Why is this significant? Because owning such objects sends a signal to others that we are genetically superior – we have accumulated enough material wealth to lavish thousands on high end fashion brands.

It’s not all smooth sailing for these super-brands though. Nike still finds itself fending off questions about their use of child labour in poor countries, while Burberry was forced to re-launch after its well recognised check pattern became mainstream for the masses.

Check out the article in full here:

http://www.bbc.co.uk/news/business-13502371