Metaphor of Brands

Metaphors are powerful linguistic tools that brands use to convey complex ideas in an evocative, relatable manner. When brands employ metaphors, they create memorable images in consumers’ minds, allowing for deeper emotional connections. Our guide on ‘Metaphor Examples of Brands’ delves into iconic brand metaphors, offering insights into crafting impactful metaphoric content. Whether you’re a budding brand strategist or simply intrigued by language’s persuasive power, discover the art and strategy behind effective brand metaphors with our tips and writing techniques.

What is Brand Metaphor?

A brand metaphor is a figurative expression or symbolic representation used by brands to convey their identity, values, or essence in a manner that resonates emotionally with consumers. By leveraging familiar concepts, simple metaphors create a bridge between a brand’s offerings and a universally understood idea or emotion. Essentially, brand metaphors transform abstract brand attributes into tangible, relatable images or stories, helping the audience understand and connect with the brand on a deeper level.

What is the Best Example of Brand Metaphor?

One of the most iconic brand metaphors is Apple’s use of the bitten apple symbol. Drawing on the biblical story of Adam and Eve and the forbidden fruit, the metaphor suggests knowledge, discovery, and innovation. It subtly communicates the idea of breaking from the norm, challenging the status quo, and gaining enlightenment — attributes that Apple wishes to associate with its products and company culture. The bitten apple symbolizes Apple’s commitment to innovation and its continuous endeavor to push boundaries in the tech world.

Metaphors of Top 100 Famous Brands in the World

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Metaphors serve as powerful linguistic tools that encapsulate complex ideas, emotions, and values into relatable and tangible representations. When it comes to branding, the world’s top companies often leverage these metaphors to forge deeper connections with their consumers, creating unforgettable associations and images. In this exploration, we delve into the metaphors of the top 100 famous brands and uncover the stories and emotions they aim to evoke.

Apple – The bitten apple symbolizes knowledge, innovation, and challenging the status quo, inspired by the biblical story of the forbidden fruit.
Nike – The brand’s name itself, derived from the Greek goddess of victory, coupled with its ‘swoosh’ logo, evokes a sense of speed, movement, and triumph in sports.
Mercedes-Benz – The tri-star logo represents the brand’s mission to produce vehicles that are “engineered like no other car in the world,” with each point symbolizing land, sea, and air.
McDonald’s – The golden arches are not just an ‘M’ for McDonald’s; they invoke feelings of warmth, happiness, and a haven of delightful meals, bringing comfort and consistency worldwide.
Coca-Cola – The dynamic ribbon, or ‘wave’, symbolizes the pleasure and refreshing sensation of drinking a Coke, as well as the connection and joy it brings to people.
Amazon – The smile from ‘A’ to ‘Z’ in its logo suggests not only happiness and satisfaction but also the vast selection of products they offer, covering everything from A to Z.
Red Bull – The brand metaphorically gives you “wings”, suggesting energy, empowerment, and the ability to soar above challenges, much like the effects of their energy drink.
Microsoft – The window panes in the logo metaphorically represent openness, multiplicity, and the limitless opportunities technology can offer.
Disney – The castle logo is a metaphor for magical experiences, fairy-tale dreams coming true, and the ageless joy that Disney brings to people’s lives.
Starbucks – The siren in the logo stands as a beacon, calling out to people, much like sailors being drawn to the sirens of the sea, representing allure, mystery, and the inviting warmth of a Starbucks experience.
Chanel – The interlocked ‘CC’ of Coco Chanel represents elegance, simplicity, and timelessness.
Nestle – The nest with a mother bird and chicks stands for nurturing, care, and consistent nourishment, mirroring the brand’s food products.
Lego – The brand name derived from Danish “leg godt,” meaning “play well,” emphasizes creativity, imagination, and playful learning.
Heineken – The star on the logo is a symbol of quality, tradition, and the brand’s aim to provide a stellar beer experience
Samsung – The name means “three stars” in Korean, symbolizing something big, numerous, and powerful, aligning with their vision for powerful innovation.
Chanel – The interlocked ‘CC’ of Coco Chanel represents elegance, simplicity, and timelessness.
Budweiser – Often referred to as the “King of Beers,” its regal stance emphasizes premium quality and leadership in the beer market.
Sony – The name derives from ‘sonus’ (Latin for sound), implying a promise of crisp, clear sound and technological excellence.
Ford – The blue oval provides a sense of trust, longevity, and stability, traits reflected in their vehicles.
Colgate – The ribbon on the logo signifies fresh, pristine cleanliness, akin to a morning’s fresh breeze.
Hermès – Recognized by its horse-drawn carriage logo, it signifies luxury with roots in craftsmanship and equestrian elegance.
Nikon – The black and yellow color contrast represents clarity and precision, vital for a brand that specializes in imaging and optics.
Vodafone – The speech mark logo signifies voice and communication, highlighting connectivity and conversation.
Spotify – The sound waves logo underscores the brand’s central premise: endless streaming and discovery of music.
Harley-Davidson – The eagle soaring reflects freedom, power, and the open road, capturing the essence of a Harley ride.
KFC – Colonel Sanders’ face not only represents the founder but also trust, authenticity, and the original recipe’s heritage.
Shell – The shell symbol underscores energy in its many forms, from petroleum to renewables.
Dove – The bird represents purity, softness, and gentleness, aligning with the brand’s promise for skincare.
Gucci – The interlocked G’s stand for the founder’s initials but also luxury, trendsetting, and timeless style.
Kellogg’s – The signature is a stamp of approval, signifying trust, quality, and nourishing breakfasts.
Pringles – The caricature suggests a fun, unique, and flavorful snacking experience.
H&M – The brand offers fashion and quality at the best price, emphasizing modernity and sustainability
Cartier – The panther symbolizes sensuality, elegance, and boldness, reflecting their luxury products.
Dell – The tilted ‘E’ in the logo underscores striving, pushing boundaries, and technological innovation.
Porsche – The horse on the logo stands for horsepower, speed, and unmatched performance.
Virgin – The name itself is a metaphor, representing purity, newness, and uncharted territory, aligning with their innovative endeavors.
Gap – The name signifies what it aimed to fill: the “gap” between generations, offering stylish yet accessible apparel.
Lancôme – The rose in the logo represents beauty, femininity, and rejuvenation, aligning with their beauty products.
Adobe – Named after a creek behind the founder’s house, it symbolizes flow, innovation, and creativity.
Gillette – The brand’s name and tagline, “The Best a Man Can Get,” emphasize excellence, precision, and male grooming.
Tiffany & Co. – The robin egg blue color is not just a hue; it’s a promise of luxury, elegance, and timeless jewelry.
GoPro – The brand name itself suggests professionalism and motion, urging users to “go” and capture professional-grade footage on the move
Uber – The name, derived from the German word meaning “above” or “over”, suggests superiority and also encapsulates the concept of “everywhere” and “always available.”
Oreo – The cookie design, dark biscuits with a white cream center, metaphorically represents balance, unity, and the idea that opposites create a harmonious blend.
IKEA – The brand’s blue and yellow color scheme reflects its Swedish heritage, while its DIY furniture approach metaphorically empowers consumers to “build” their own spaces.
Airbnb – The brand name suggests “air bed and breakfast”, emphasizing homey, accessible travel experiences everywhere.
Nescafé – Merging “Nestle” and “café”, the name metaphorically promises a cafe-like experience at home.
L’Oréal – Their tagline “Because You’re Worth It” reinforces self-worth, beauty, and personal empowerment.
Louis Vuitton – The LV monogram and luggage designs reflect journeys, luxury travels, and timeless elegance.
Under Armour – The name suggests protection, resilience, and enhanced athletic performance.
Sprite – The brand evokes freshness, clarity, and rejuvenation, akin to a sprite in folklore, known for its swift, clear waters.
Burberry – The equestrian knight logo symbolizes protection, British heritage, and outdoor durability.
Mastercard – The intersecting circles represent the interconnected nature of global finance and the inclusivity of digital transactions.
Reebok – The vector logo, an abstract take on the Union Jack, symbolizes movement, speed, and international appeal.
Subway – The arrows at the start and end of the logo suggest choices, movement, and the custom journey of making your sandwich.
Monster Energy – The clawed M represents a burst of energy, power, and a slightly rebellious nature.
Hugo Boss – The brand’s sleek, black design suggests sophistication, authority, and high fashion.
Mozilla Firefox – The fiery fox encircling the globe stands for speed, global reach, and a burning passion for open-source principles.
Converse – The star in their logo represents excellence and also serves as a nod to the American dream.
Huawei – The flower in the logo symbolizes growth, connections, and flourishing technological innovation.
FedEx – The hidden arrow between the ‘E’ and ‘x’ suggests speed, accuracy, and forward movement.
Walmart – The star, or spark, in the logo embodies inspiration, excellence, and bringing light to the world of retail
Wendy’s – The red-headed girl, Wendy, suggests home-cooked, wholesome meals, emphasizing familiarity and authenticity.
Motorola – The dual-tower design signifies transmission and communication, reflecting their roots in telecommunications.
NVIDIA – The eye logo represents vision, clarity, and focus on graphic innovation.
Jeep – The front grille design in the logo reflects ruggedness, adventure, and off-road journeys.
Ralph Lauren – The polo player logo captures elegance, sporting sophistication, and timeless style
Ray-Ban – The name itself suggests “banning rays” from the sun, which emphasizes protection while ensuring style.
T-Mobile – The magenta color and the ‘T’ suggest vibrant connectivity and the mobile revolution it represents.
Lamborghini – The raging bull in the logo underscores power, speed, and the brand’s fiery spirit, also reflecting the founder’s zodiac sign, Taurus.
Red Bull – The brand promises to “give wings”, metaphorically suggesting energy, soaring through challenges, and elevated performance.
Zara – Their minimalist logo mirrors the brand’s approach to fashion: sleek, modern, and always evolving.
GAP – The brand name signifies bridging the “gap” between generations and styles, emphasizing inclusive fashion.
HSBC – The hexagonal shape is a universal symbol of banking and finance, reflecting trust, strength, and stability.
Swarovski – The swan in the logo symbolizes grace, elegance, and the pristine beauty of their crystal products.
Pandora – Just as Pandora’s box held unexpected treasures, the brand promises unique and personalized jewelry treasures for every individual.
Philips – The waves and stars in the logo represent electric light and sound waves, emphasizing innovation and technology.
GoDaddy – The quirky name suggests domain authority in an accessible, friendly manner, resonating with their target of small business owners.
Tag Heuer – The shield in the logo signifies resilience, prestige, and a legacy in precision timekeeping.
Costa Coffee – The coffee bean shaped logo conveys warmth, authenticity, and a genuine love for coffee.
Pfizer – The blue pill design encapsulates pharmaceutical innovation, trust, and well-being.
Volvo – The circle with an arrow, an ancient symbol for iron, signifies strength, safety, and durability.
Levi’s – The two-horse logo symbolizes the strength of their jeans, reflecting resilience and enduring quality.
Dyson – The brand’s designs often showcase the product’s internals, metaphorically emphasizing clarity, innovation, and transparency in design and function.
Lexus – The ‘L’ in the oval stands for luxury, precision, and attention to detail.
Kodak – The color red and yellow evoke memories, warmth, and the moments the brand aims to capture.
Fitbit – The logo’s dots signify movement, steps, and progress in one’s fitness journey, encapsulating the brand’s health-centric focus
Tommy Hilfiger – The flag logo, inspired by the International Code of Signals’ flag for the letter “H”, signifies quality and represents the brand’s American roots and nautical spirit.
Puma – The leaping cougar represents agility, strength, and athletic performance, aligning with their sportswear products.
Panasonic – The name translates to “a complete sound” from Pan-Sonic, emphasizing comprehensive a and electronic solutions.
Rolls-Royce – The Spirit of Ecstasy hood ornament signifies luxury, grace, and forward momentum.
Nestlé – The brand name, meaning ‘little nest’ in French, emphasizes nurturing, care, and nutrition.
Audi – The four interlinked rings symbolize the four founding companies of Auto Union, emphasizing unity and collaboration.
Starbucks – The twin-tailed siren, drawn from maritime folklore, beckons people with allure, stories, and the love for coffee.
Hershey’s – The shape of their iconic chocolate represents segments of happiness, with each piece offering a bite of joy.
Breitling – The winged anchor logo signifies mastery of both air and sea, aligning with their aviation and diving watches.
Clinique – The subtle “C” in their logo suggests clarity, cleanliness, and commitment to allergen-free skincare.
Peugeot – The lion emblem represents strength, agility, and speed, mirroring the characteristics of their vehicles.
John Deere – The leaping deer against a yellow and green background represents growth, agriculture, and commitment to those linked to the land.
Netflix – The ‘N’ emblem with its dynamic ribboning effect symbolizes the streaming of endless content, anytime and anywhere.

Each brand’s metaphorical touchpoints, be it through their name, design, or ethos, imbue them with unique identities, helping them stand out and resonate deeply with their target audiences.

Brand Metaphor Examples for You to Inspire and Copy

Eco-Friendly Brand Metaphor Examples

Brands in the eco-friendly space often revolve around nature, sustainability, and harmony. Their metaphors speak to our desire to reconnect with the earth, emphasizing coexistence and preservation.

GreenGuardian: A protector of Earth’s resources.
EcoEmbrace: Embracing nature’s wisdom and essence.
NatureNest: A haven for sustainable practices.
EarthEcho: The resounding call of a healthier planet.
PurePledge: Commitment to untainted, clean practices.
TerraTouch: Feeling and impacting the Earth positively.
SolarSoul: The heart and warmth of sustainable energy.
OceanOath: A vow to protect marine ecosystems.
BioBridges: Building connections using biological principles.
CleanCanvas: Painting a future with eco-positive colors.

Technology & Software Brand Metaphor Examples

Modern tech brands might choose metaphors reflecting innovation, progress, connectivity, and future possibilities. It’s all about blending human experience with digital excellence.

DataDawn: A new beginning in the world of data.
NexaNode: The next pivotal point in networking.
PixelPulse: The lifeblood of digital imagery.
CodeCascade: A flow of programming brilliance.
QuantumQuest: Venturing into the new age of computing.
EchoEther: Reverberations in the digital realm.
NeuralNest: Where AI mimics the intricacies of the brain.
InfinityInput: Endless possibilities for user engagement.
PixelPioneer: Trailblazing the digital visualization frontier.
VirtuVerse: A universe of virtual wonders.

Food & Beverage Brand Metaphor Examples

In the F&B industry, metaphors often play on freshness, flavors, origins, and the experience of savoring. It’s a delightful blend of tradition and exploration.

BrewBond: A connection formed over a beverage.
FreshFountain: An ever-flowing source of freshness.
FlavorFlare: A burst of unforgettable taste.
GourmetGrove: A garden of fine dining experiences.
SpiceSprint: Racing to the pinnacle of flavor.
BeanBlessed: Reverence for the humble coffee bean.
AquaAria: A symphony of refreshing water notes.
CherryChorus: The harmonious taste of ripe cherries.
MaltMeadow: Fields of barley influencing the drink.
TasteTrek: A journey through culinary landscapes.

Fitness & Wellness Brand Metaphor Examples

Brands in this sphere lean on strength, transformation, vitality, and holistic health. It’s about the journey of betterment and reaching one’s zenith.

ZenZenith: Reaching the pinnacle of calm.
FlexFlame: The fiery passion of staying fit.
PulsePeak: Monitoring the height of your health rhythm.
VitalVerve: The enthusiasm of maintaining wellness.
MuscleMuse: Drawing inspiration from strength.
SereneStride: Walking the path of peace.
BalanceBurst: An explosion of harmonious health.
FitFlux: The flow of fitness transformations.
AquaAlign: Aligning body and spirit through water therapy.
HealthHalo: The aura of wellness.

Fashion & Apparel Brand Metaphor Examples

Fashion brands lean on aesthetics, personal expression, legacy, and the allure of transformation. They emphasize the fusion of comfort, style, and individuality.

VelvetVoyage: A journey through luxurious fabric.
SilkSaga: Stories woven in the softest threads.
DenimDream: Fantasies crafted from rugged cloth.
LoomLore: Ancient tales of crafting attire.
StitchStar: Shining in the galaxy of tailoring.
HueHaven: A sanctuary for color enthusiasts.
FabricFable: Narratives spun in threads.
PatternPulse: The heartbeat of design sequences.
CottonCloud: Softness that feels sky-like.
WeaveWhisper: Quiet tales told through fabric patterns.

Travel & Hospitality Brand Metaphor Examples

Metaphors for this sector invoke wanderlust, discovery, comfort, and the joy of exploring new horizons. They captivate the essence of journeys and memorable stays.

HorizonHug: Embracing the endless expanses of our world.
WanderWave: Riding the thrill of exploration.
TranquilTrail: Peaceful pathways waiting to be trodden.
NomadNest: A comforting spot for every wanderer.
JourneyJewel: Precious moments collected on travels.
OasisOrbit: Circling the globe in search of serene spots.
VistaVoyage: Trips that offer breathtaking views.
TerraTrek: Venturing through Earth’s diverse terrains.
LocaleLuxe: Luxury experiences in authentic settings.
ExpeditionEcho: Echoes of adventures from far-off lands.

Beauty & Skincare Brand Metaphor Examples

Brands here often mirror nature, purity, rejuvenation, and the transformative power of beauty. It’s about celebrating inner radiance and external charm.

PetalPure: The innocence and purity of flower petals.
AquaAura: The revitalizing spirit of water.
LushLoom: Weaving together nature’s finest ingredients.
RadiantRise: Ascending to your brightest self.
EssenceEcho: Reverberations of pure beauty elements.
NatureNectar: Drawing the sweet essence of natural beauty.
BloomBliss: The happiness of blossoming beauty.
VelvetVeil: Soft and protective layers of skincare.
PearlPulse: The heartbeats of luminous allure.
GlowGrove: A garden where radiance flourishes.

Literature & Publishing Brand Metaphor Examples

For the literary world, metaphors focus on tales, imagination, legacy, and the magic of words. They underscore the journey from thought to print.

QuillQuest: Searching stories through the classic quill.
TaleTide: Waves of captivating narratives.
ScriptSaga: Epic journeys inked on paper.
FableFountain: A ceaseless spring of tales.
LexiconLuxe: The luxury of rich vocabulary.
VerseVista: Landscapes painted through poetry.
ProsePine: Aspiring to the zenith of storytelling.
EpicEcho: Resounding tales of time.
NovelNook: A corner dedicated to fresh narratives.
LiteraryLoom: Weaving words into wonder.

Art & Design Brand Metaphor Examples

Metaphors here encapsulate creativity, vision, transformation, and the blend of technique with imagination. It’s about articulating the unspoken through visual mediums.

PalettePulse: The heartbeat of colors.
VisionVerve: The spirit of creative sight.
SketchSoul: The essence of artistic outlines.
MuralMuse: Inspiration drawn from grand designs.
HueHarbor: A sanctuary for color lovers.
CraftCascade: A waterfall of design mastery.
DesignDew: Freshness encapsulated in art.
AbstractArc: The curve of unconventional creativity.
CanvasCrest: Rising to the peak of artistic expression.
SculptSaga: Tales told through timeless structures.

Music & Entertainment Brand Metaphor Examples

In the world of music and entertainment, metaphors tap into rhythms, emotions, the timeless nature of art, and the universality of tunes.

MelodyMeadow: A field filled with musical notes.
RhythmRise: Ascending to the beats of tunes.
SonicSoul: The essence of sound and music.
TuneTide: Waves of mesmerizing melodies.
LyricLuxe: The luxury of poetic expressions.
EchoEpic: Resonating tales of timeless tunes.
HarmonyHaven: A sanctuary for balanced sounds.
BeatBurst: Explosive rhythms that captivate.
VocalVista: Panoramic views of voice modulations.
SoundSanctuary: A sacred space for a arts.

Clothing Brand Metaphor Examples

Clothing brands use metaphors to embody style, comfort, and individuality. These names conjure images that resonate with the wearer’s personality and aspirations.

FabricFable: Narratives spun through cloth.
StyleSaga: Chronicles of ever-evolving fashion.
WeaveWhisper: Secrets told through stitches.
LoomLore: Ancient tales of crafting attire.
SilhouetteStory: Tales told through outlines.

Shoe Brand Metaphor Examples

Shoe brands often emphasize the journey, support, and the foundation beneath one’s feet. These metaphors encapsulate the essence of every step taken.

SoleSoul: Shoes with character and depth.
StepSaga: Chronicles of every journey taken.
TrekTales: For every adventurous footstep.
GroundGrace: Elegance that treads the earth.
WanderWings: Shoes that give you the freedom to explore.

Brand Awareness Metaphor Examples

For brand awareness, metaphors capture the essence of recognition, illumination, and spreading the word. It’s about being seen and remembered.

MindMark: Leaving a lasting impression.
VisionVista: A panorama of brand recognition.
EchoEmerge: Resonating in consumer minds.
RecallRadiance: Shining in memories.
BrandBeacon: Guiding light to recognition.

Hidden Brand Metaphor Examples

Hidden brands are those gems that are waiting to be discovered. They intrigue, beckoning customers to uncover their essence and uniqueness.

SecretStitch: The unseen fabric of quality.
VeilVogue: Fashion behind the curtain.
MysteryMingle: A mix waiting to be unveiled.
ConcealedCraft: Artistry in hiding.
ShadowSheen: Luster from the unseen.

Pants Brand Metaphor Examples

Pants brands use metaphors to symbolize fit, comfort, style, and the journey of life. They address both form and function.

FitFable: Stories of the perfect fit.
TrailTrousers: For every path in life.
SilhouetteStride: Perfect contours for every walk.
JourneyJeans: Denim for life’s adventures.
ContourCanvas: Molding to your every move.

Metaphorical brand names create a rich tapestry of imagery and emotion, allowing consumers to connect with the brand on a deeper level. It’s not just about the product; it’s about the story and experience encapsulated within.

How to Write a Metaphor for a Brand? – Step by Step Guide

1. Understand the Brand’s Essence:

Before diving into metaphors, immerse yourself in the brand’s values, mission, vision, and unique selling propositions. What emotions does the brand want to evoke? How does the brand want to be perceived by its audience?

2. Identify Core Themes or Ideas:

List out the primary themes or ideas that represent the brand. For a luxury brand, it might be elegance, exclusivity, or prestige. For a sustainable brand, it might be nature, purity, or earth-friendliness.

3. Brainstorm Freely:

Without censoring yourself, jot down as many metaphors as you can think of. This process allows creativity to flow unrestricted. Remember, not all metaphors will be winners, and that’s okay.

4. Consider Universality:

A good brand metaphor should resonate with a broad audience. Ensure the metaphor has a universal appeal and is easily understood by diverse sets of people.

5. Relate to Human Emotions:

Brands that connect on an emotional level tend to be more memorable. Think of metaphors that elicit feelings, whether it’s joy, nostalgia, trust, or adventure.

6. Test the Metaphor:

Once you have a metaphor in mind, visualize it in various brand contexts—logo, tagline, advertisements, etc. Does it convey the intended message effectively?

7. Gather Feedback:

Present the metaphor to a diverse group of people and gather their first impressions. This can help identify if the metaphor is resonating as intended.

8. Refinement:

Based on feedback, refine the metaphor. It’s an iterative process, so don’t hesitate to go back to the drawing board if needed.

9. Ensure Originality:

Conduct a quick market survey to ensure that the metaphor isn’t overly used or trademarked by another brand. Originality helps in setting the brand apart.

10. Integrate Across Brand Collaterals:

Once finalized, incorporate the metaphor into all brand touchpoints, ensuring consistent messaging and imagery.

Tips for Writing a Metaphor for a Brand:

1. Keep it Simple:

While depth is good, it’s essential that the metaphor remains easy to understand.

2. Stay Relevant:

Ensure the metaphor aligns with the brand’s industry, values, and target audience.

3. Be Authentic:

Consumers can spot inauthenticity from a mile away. Make sure the metaphor genuinely represents the brand.

4. Use Vivid Imagery:

The best metaphors often paint a picture, making them more memorable.

5. Avoid Mixed Metaphors:

Stick to one clear metaphor. Mixing metaphors can confuse the audience and dilute the brand message.

6. Evolve with Time:

Brands evolve, and so should their metaphors. Don’t be afraid to refresh or update metaphors to stay current.

7. Consider Cultural Implications:

Remember that metaphors might be interpreted differently across cultures, so be sensitive and aware if your brand is international.

8. Storytelling Integration:

If possible, weave the metaphor into brand storytelling for deeper resonance.

9. Stay Consistent:

Once chosen, maintain consistency in using the metaphor across all branding exercises.

10. Remember, It’s Not Literal:

A metaphor is a representation. It doesn’t need to be taken literally, but it should represent the brand’s essence.

With a well-crafted metaphor, brands can create a powerful and lasting impression in the minds of their consumers, making them more relatable and memorable.

Metaphor of Brands