Javier Lozano Delmar, Assistant Professor at Facultad de Comunicación, Université de Sevilla & Victor Hernandez-Santaolalla, PhD student, Universidad de Sevilla.
Branding construction processes in the JJ Abrams’ fictional universe
The purpose of this paper is to answer the question: Which communication strategies come into play when defining a brand for a fictional audiovisual product today? To answer this, we will pay special attention to the following issues: the branding construction of a television program or a film, the new advertising strategies for promoting fictional content, brand integration into other products by the same author, and the creation of fictional brands associated with the main product and its use as a main attraction in the advertising campaign for films and TV shows. To explain this, the present paper focuses on one of the most prominent figures of the media of recent years, the director and producer JJ Abrams.