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Secrets of the Superbrands

3-Part Series

An excellent primer in real-world marketing strategy as well as theoretical aspects of marketing psychology.  

Description

No one, it seems, is immune to the power of branding. Not even Alex Riley, host of this enlightening three-part series, can mount a meaningful resistance to advertising and endorsement hype, no matter how hard he tries. With help from marketing specialists and brain scientists, Riley sets out to discover why we buy, trust, and even idolize popular brands.

Each episode examines a specific sector of the global economy (technology, fashion, or food) as it winds its way through a pantheon of corporate titans slugging it out for the favor of mere mortals. An excellent primer in real-world marketing strategy as well as theoretical aspects of marketing psychology. 

Video 1

Food: Serving Up Superbrands

Heinz has sold baked beans since the late 1880s, and even though the recipe has remained basically the same, the company still sells ten times as many beans as its nearest rival. Has nobody come up with a better product in 120 years, or is something else going on? Is branding so powerful that it can actually affect our taste buds?

This program goes on the trail of international food and beverage conglomerates to determine how and why they shape our meal choices and dietary decisions. Seeing the power of the Heinz label in action among randomly selected consumers, viewers will also learn about the intense—and very expensive—marketing tactics behind Coca-Cola, Red Bull, and other brands.

 

Video 2

Fashion: Superbrand Chic
The apparel industry has become far more than a showcase for a designer’s talent—it’s now the battleground of billion-dollar corporations. This program enters the world of fashion superbrands to find out how and why they have invaded not only our wardrobes, but our minds.

With help from neuroscientist and marketing expert Dr. Gemma Calvert, who administers an MRI scan to an avid fashion consumer, the film shows how the brain’s pleasure center responds to advertising images, especially those that convey luxury and prestige. Viewers also learn about marketing strategies that have driven the success of adidas shoes, Diesel jeans, Burberry accessories, and other products.

 

Video 3

Technology: Digital Superbrands
High tech is big money—as Facebook, Apple, and other digital superbrands have demonstrated so well. What factors enable technology companies to rule today’s global economy? Is it all about marketing, or are other forces at work when the latest smartphone stirs consumers into a frenzy? 

 
This program goes inside the technology industry for answers. Viewers will learn about Sony’s Blu-ray giveaway strategy and how it hastened the fall of the HD-DVD format; the strange psychological parallels between religious fervor and addiction to technology; and the rarely discussed yet vital role played by the porn industry in the success of numerous high-tech products.  

 

Specifications

Food: Serving Up Superbrands (DVD)
© 2011
Time: 52 Minutes

Fashion: Superbrand Chic (DVD)
© 2011
Time: 52 Minutes

Technology: Digital Superbrands (DVD)
© 2011
Time: 52 Minutes

Secrets of the Superbrands Series (DVD)
© 2011
Time: 2 Hour(s) 36 Minutes

Print Options

Item # Item Name ISBN Qty. Unit Price Total
V-SUPER-SERV Food: Serving Up Superbrands $300.95
V-SUPER-CHIC Fashion: Superbrand Chic $300.95
V-SUPER-DIG Technology: Digital Superbrands $300.95
V-SUPER-SERIES Secrets of the Superbrands Series $900.95
Product Total: $0.00
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