The paper analyses the concept of ‘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 consumers. Such a world has its actors, its narratives, its spaces and
times that are build mainly trough advertising, that creates a if-world which consumers recognise as unique and typical. Nowadays enterprises can use other means to the construction and definition of a fictitious world: the point of purchase and the Internet. Concept store, flagship store and new retailing forms
represent, indeed, a new meaningful space where brands and consumers meet and the Internet allows consumers, sharing the same enthusiasm for a brand, to meet and debate in a virtual place (brand communities).