Branding in fictional and virtual environments

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.