L’ immaginario della marca e gli strumenti per la sua costruzione

The paper analyses the concept of the fictional world that a brand builds around itself. In a hypercompetitive market a brand needs to differentiate its way of expression; one of the possibilities is the adoption of a fictional world that can be shared by the consumers. Such a world has his actors, his narratives, his spaces and times that are build mainly trough the advertising, that create a if-world which the consumer recognise as unique and typical. Nowadays companies can use other means useful to the construction and definition of a fictitious world: the point of purchase and the Internet. Indeed, concept stores, flagship stores and new retailing forms represent new meaningful spaces where brand and consumers meet and Internet allows the consumers, sharing the same enthusiasm for a brand, to meet and debate in a virtual place the brand communities.