TV: Power of the big brands

South Western Times

It's no secret, superbrands dominate our fashion, food and technology industries.

We instantly recognise (and favour) brands like Microsoft, Mac, Coca-Cola, adidas and Gucci.In BBC’s three-part documentary series the Secrets Of The Superbrands, British television presenter Alex Riley lifts the lid on why these brands reign supreme.

He speaks with brand fanatics, brand creators and scientists to uncover how brands make you buy them, believe in them, even love them.

In the first two episodes he focused on technology and clothing, and asked: why do expensive designer handbags light up the brain’s pleasure centres while the cheap ones don’t?

Why are we happy to pay more for jeans with holes in them?

With the help of some brain scientists, Alex also delved deep inside the head of an Apple fan to discover that technology really is the new religion.

In tonight’s final episode, Alex focus is on global food and drink superbrands.

He travels the globe to find out how they became the global giants they are today and how they still want to double in size.

From Heinz Baked Beans to Coca-Cola, he learns why they outsell their nearest rivals.

With the help of brain scientists, brand psychologists and the superbrands themselves,

Alex discovers that their logo alone has the power to change our taste buds so we prefer them; while a brain scan reveals they have penetrated our brains so much that we recognise these food and drink superbrands as members of our own families.

Secrets Of The Superbrands: Food screens tonight at 9.30pm on ABC1.

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