In About the B'nai Bagels, protagonist Mark keeps a copy of a Playboy-like magazine under his mattress called Playgirl. Another boy's mother actually gets him a subscription. Later editions changed it to Playboy. (The book and Playgirl magazine were first published the same year, 1973; E.L. Konigsberg had no way of knowing that a real magazine of that name would exist.) note Pre-1973, "Playgirl" is an obvious veiled reference to a well-known girlie magazine and hiding one under your bed says something about you. Post-1973, "Playgirl" is an obvious reference to the actual magazine of that name, and hiding one under your bed says something considerably different about you. (Playgirl features naked men, as opposed to Playboy's naked women.)
Neal Stephenson's Cryptonomicon features the heroes using a UNIX-like operating system developed in Finland, called... "Finux". Supposedly, this is because Neal knew a lot about the inner workings of Linux, but wanted to have a little bit more freedom on what was possible. This book also features the Electric Till Company (ETC) instead of NCR (National Cash Register).
One of Harry Turtledove's Alternate History series has the most popular soft drink in the Confederate States of America being "Doctor Hopper". Also the popular Confederate comic book "Hyperman." In both cases, characters occasionally think about the "Damnyankee drink/hero with a similar name."
Lampshaded to an extent in 2001: A Space Odyssey and its many sequels. HAL's designer patently denies any relation between the computer and IBM - whose initials are all one letter after H-A-L.
Word of God states that had he realized the connection, he would have changed HAL's name, as IBM helped them make the film.
Whereas other product placement is depicted quite normally, although many of the then-contemporary companies had ceased to exist by 2001. There still isn't a "BBC 13", though.
Good Omens gave us the "Burger Lord" chain. Elvis works at one.
Scott Westerfeld's novel So Yesterday not only censors out brandnames with asterisks but, as the entire plot deals with consumer culture, lampshades it by having characters refer to a certain brand as "the client" and the narrator explaining exactly why.
The Dilbert Principle tells advertisers to take advantage of their customers' stupidity to confuse competitors' products with their own "eerily similar but much worse" products. The suggested product names include "Honduh Accord," "Porch 911," and "Popsi Cola."
Zombies For Zombies has dozens, such as PutriSystem.
Christopher Brookmyre's Intrepid Reporter Jack Parlabane works for the Scottish broadsheet The Saltire, and its sister paper Saltire on Sunday, which are clearly The Scotsman and Scotland on Sunday.
Dracula has the Dailygraph newspaper (Daily Telegraph) and Kingstead Cemetary (Highgate Cemetary, near Hampstead).
Isabel Allende's City of the Beasts and The Kingdom of the Golden Dragon center around trips a teenage boy takes with his aunt, an intrepid correspondent for the noted magazine... International Geographic.
The Ultra Violets is full of these, such as Smashface, the premiere social networking site, Furi, Cheri's helpful voiced assistant, built into her phone, and Iris's tablet, the iCan.
In the graphic novel of The Red Pyramid, Khufu eats "HappyOs," which was probably done because they actually show the box, whereas the original book merely mentions "Cheerios." The box, though, looks almost exactly like a regular box of Cheerios, right down to the stylized "G" that is the General Mills logo.
In the Shadow Ops book Fortress Frontier, the search engine/free email site Yippee.com is used as a contact point for some of the protagonists.
In the novel The Perfectionists by Sara Shepard, there's a brief scene where Caitlin's boyfriend Josh invites her out for a bite at "Dirk's", a local burger joint. Given that the story is set in Seattle, this is likely Writing Around Trademarks to Dick's Drive-In. This is particularly jarring, as other local Seattle businesses get mentioned (including Caffe Vita, a brewery).
Don't be surprised if you start seeing shoddy ripoff of every popular brand ever known while visiting the neurologically parallel universe of MARZENA. A parallel universe where Picosoft and Axar merged to form Spartan Soft, and where Gogool is actually spelled correctly.
One of the images from Spectral Shadows features Vicki Anderson drinking a soft drink described as "Cozi Cola." In addition, there's the main Operating System in Serial 11, "Doors", and the virtual reality game "Another Life".
In the Tommy and Tuppence collection Partners at Crime, the couple sometimes have dinner at the Blitz Hotel, standing in for the Ritz.
In Touch, the card game that James and his friends play isn't named, though Word of God jokes that it's called Gather: The Magicking. There's also the anime Spacefighter X, which (based on the space politics) seems to be based on Gundam and its imitators.
The comic strip depicting the "snake in the fur coat" UL in The Big Book of Urban Legends takes place at J-Mart.
In "The Man Who Sold the Moon" by Robert A. Heinlein, the title character at one point takes advantage of a rivalry between soft drink manufacturers "Moka-Coka" and "6+".
Paul Quarrington's novel Whale Music has an unusual example involving a real brand name but a fake product; main character Desmond Howl owns a powerful synthesizer/sequencer called the Yamaha 666 that stands in for the Fairlight or the Synclavier; in real life, the Yamaha 666 was a model of French horn.
Horrorstor is based around ghosts in a Bland-Name Product version of IKEA. IKEA actually also exists in the book, and it's commented on that even they think the rip-off is awful.
Most Discworld businesses have names that don't directly suggest any specific Roundworld counterpart, or do so very obliquely, but Sir Terry sometimes used this for throwaway references, if he just needed to convey "the Discworld counterpart to..." quickly. For instance, in Thud!, the ingredients of a Screaming Orgasm include Almonte and Wahlulu, standing in for Amaretto and Khalua.
John Collier's "Evening Primrose" takes place at Bracey's, but also mentions actual department stores like Wanamaker's and Bloomingdale's.