Oh I don't mean that CBS would use Abrams' name to promote the series, but CBS internally certainly knows who the guy is, and that he has a solid track record of TV success. The ads might say, from the creator of Lost
and some of the other successful series he's had some involvement in, and of course ignore Alcatraz
and all the other misfires... And they'd mention that he's the director of (by then) the last two or three Star Trek
All that is marketing, which is separate from the decision to pick up a series from him or writers of his movies. But when they pick up a series, they certainly consider if it's easy or hard to market and what the general approach should be.
Let's say they want to use Abrams' name or successful movies and shows to pump up the credibility of the series. Even if Abrams has no real involvement other than to give it his blessing, they would make sure that's part of the deal with Bob Orci, since it would impact the marketability and therefore potential success of the series.
But CBS is not going to pick up a series where all they can say is, it's associated with unsuccessful movies and a TV show you've all forgotten about, that is, if you ever watched it in the first place (I wouldn't assume the current CBS audience is at all the same as the former Star Trek
audience on UPN.)