Branding in fictional and virtual environments

Abstract

Purpose -This paper aims at establishing a new stream of academic study for virtual brands. It explains the concepts of protobrands and reverse product placement and explores some of the managerial and academic implications. Design/methodology/approach -Starting from the most recent definition of the brand construct, the paper establishes that the brand concept may now be detached from physical embodiment. The extension of application of the branding domain to the fictional and computer-synthesized worlds is extensively illustrated by examples of virtual brands from books, films, video games and other multi-user virtual environments. Findings -Evidence suggests that purely potential brands (protobrands) initiated in the virtual world may possess strong consumer-based brand equity. The study shows that the equity of the protobrands may be leveraged in-world (and can acquire legal protection) or through reverse product placement and the launch of the physical embodiment of the protobrand in the physical world (the HyperReal brand). Research limitations/implications -This is an initial conceptual paper on virtual and HyperReal brands. This study, which has no antecedents, highlights the need for further empirical inquiry. The reverse product placement phenomenon may result in academics and practitioners to revise the traditional models of building brands. Originality/value -The paper introduces and defines virtual brands, both fictional and computer-synthesized, HyperReal brands and the reverse product placement phenomenon.

Loving “Mapple Store” but Hating “Sprawl-Mart”: A Case Study of Brand Parodies in The Simpsons

“…The concept of a defictionalized brand is consistent with the concept of a HyperReal fictional brand proposed by Muzellec, Lynn, and Lambkin (2012) as the brand exists in both a fictional environment and in the real world. Put simply, defictionalized brands or HyperReal fictional brands can be bought, purchased, or engaged in the real world marketplace.…”

“…Furthermore, this investigation may reveal necessary and unexplored research dimensions of entertainment media's brand parody phenomenon. In terms of brand parodies, previous studies focused on the effectiveness and scope of marketing strategies (Petty, 2009(Petty, , 2012, or the scope of intellectual property protection of the brands (Dogan & Lemley, 2013;Milne, 2013). The studies seldom focused on basic attributes of brand parodies.…”

Understanding the use of Virtual Reality in Marketing: A text mining-based review

“…shopping behaviour for real-life and virtual products (Domina, Lee & MacGillivray, 2012;Hassouneh & Brengman 2015), and on in-world branding opportunities (Hassouneh & Brengman, 2011;Muzellec, Lynn & Lambkin, 2012 national brands, and responded more strongly to price promotions in virtual reality settings than in the physical store. Krasonikolakis et al (2018), however, change the focus of the stimulus to the virtual layout of the store and explore the influence on enjoyment, entertainment, ease of navigation, customer experience and purchase intentions.…”

Authors Online: Strategies for Digital Self Promotion

“…These strategies include community cultivation and management through their brand (Muzellec, Lynn, Lambkin, 2012). Branding has traditionally been defined as a name associated with a physical product as an "identifying symbol or word that distinguishes it from its competitors" (Muzellec, Lynn, Lambkin, 2012, p. 1).…”