Secrets of the Superbrands

I watched Alex Riley’s second part of the BBC series ‘Secrets of the superbrands’ and it is a fascinating programme that spells out a lot of the findings of brand practitioners.
This episode was about fashion brands and whilst it all pretty much hit home as expected, I did wonder about one aspect of the research: They did a scan of the brain of a student that is into fashion and checked how her brain reacted to images of handbags by different brands.
It first shows the cheap brands and measures the response to the images in the brain scan.

Branding Test - Primark
Cheap but not too stimulating...

Branding Test - George-Handbag
The 'cheap' end of the handbag brands

After that, the girl is exposed to the luxury brands – and as expected the scans lit up brain areas connected to excitement.
Branding Test - Mulberry
Branding Test - Gucci
I am, however,  wondering is how much of this was actually the brand identity reflecting the brand’s reputation and values and how much the product.
Branding Effect - Raised Brain Activity

Would the girl have identified the brand by the product alone (exclude Burberry chequers)? Is the brand reputation as important as the product? If there was no logo but they would have said the name of the brand, would that have had the same impact? (I would imagine so because after all the brand identity is a reflection of the brand and visually translates the brand values, connecting the consumer and the product).
I obviously can’t ask Alex Riley to conduct this research for me so it is going to remain guess work, but it seemed that the visual representation of the company was very much part of the value of the brand.
So once again I can only stress to any businesses reading this that it is such an important part of brand building to spend time (and thus money) on developing a professional and long lasting brand identity that can grow with the product. A brand is not just a product – and not just a logo.
The scans will prove the success!

brand management, Brand Strategy

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