Many brands, large and small, have nicknames. The large ones like coke, marks and sparks and roller have been given their names by the consumer. You can read some more examples here including some funny ones like EasyJet / Squeezy-Jet.
These nicknames are valuable online and should be considered a priority when creating an Adwords or SEO plan. For example the results below show the number of impressions for Marks & Spencer nicknames in October 09.