This reminds me of a post on HN where someone put a picture of a Duck on a wireless charger, giving it a brand identity and the charger was selling like crazy. Users identified with that brand over a charger that was brandless.
O'Reilly books are a fantastic example of this that goes beyond something as simple as the name of the company/product being an animal (Penguin, Puma, Jaguar) -- any time you see a book with that cover with that style of animal, you know who published it.