body: ![Screencap of a Simpsons episode showing Sprawl-Mart](https://i.stack.imgur.com/lA8bY.png)
  
  
  Often, when I watch TV shows, I'll see or hear about an imitation of a real brand name. 
  
  
  As an example, here is a parody of Walmart from The Simpsons
  The store in the picture is unambiguously supposed to represent Walmart. They're even using Walmart's Styling
  
  
  Is there any legal reason why they do this? and if there is, does it provide any actual legal protection? 
  
  
  
title: Is there a legal reason why fictional shows use imitation brand names?