A fictional brand is a non-existing brand used in artistic or entertainment productions – paintings, books, comics, movies, TV serials, etc. The fictional brand may be designed to imitate a real corporate brand, satirize a real corporate brand, or differentiate itself from real corporate brands. Such a device may be required where real corporations are unwilling to license their brand names for use in the fictional work, particularly where the work holds the product in a negative light. More recently, Muzellec, Lynn and Lambkin have shown that fictional brands may be used for commercial purposes through the process of reverse product placement. Their paper considers the case of Duff Beer and Bertie Bott’s Every Flavour Beans and reveals that consumers'attachment to those brands in the fict