Where everybody knows your name. Fictional brands as a distinctive identity
- Víctor Álvarez-Rodríguez Universidad de Cádiz https://orcid.org/0000-0003-4918-4261
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- Gloria Jiménez-Marín Universidad de Sevilla https://orcid.org/0000-0003-0252-3975
Abstract
This paper analyses the Cheers brand using a communicative and marketing tool called ‘reverse product placement’. This type of analysis explores efforts by advertisers and companies to exploit and develop fictional brands as an element of identity in audio-visual narrative fiction and in the business sphere, be that in the offline domain and/or the metaverse. The research design included a literature review, an in-depth interview, and a qualitative case study analysis. The results show the high communicative potential of audio-visual fiction to generate brand identity, loyalty, and engagement in real markets and in digital culture.
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