This question already has an answer here:
For example most of the people hearing "I really like my BMW" will understand than he is referring to a car whereas someone saying "I do enjoy my Lacoste" will leave doubts about what kind of product(a shirt, a fragrance, etc) he is talking about.
The term where saying
I really like my [brand name].
has the same meaning as
I really like my [product name].
I really like my BMW.
means the same as (because BMW is so famous that is implicit that it is a car)
I really like my car.
The term would be fit in: BMW is an example of _____, the manufacturer of cars is so well-know that we all know pretty sure that we are talking about a luxury car when we hear "I really like my BMW"