This study aims to analyze how the Star Wars franchise, created by the American filmmaker George Lucas, became a great commercial success that has spanned more than four decades, passing through different generations of fans. For such, the history of the conception of the saga and opinions of fans and non-fans were investigated, through interviews, in order to understand what makes Star Wars a success. The main results can be highlighted: the importance of iconography and aesthetics, as well as the sale of derivative products, to provide experiences with the brand. Furthermore, for the brand s longevity, it is important to value originality in the creation combined with doses of nostalgia.