I'm working on a project and the best way I've found to sum it up, essentially my elevator pitch, is by saying:
It's like X for Y.
Can I use the brand in this context as the tag line for my project?
To use a specific example, could the (now defunct) app Texture, which allowed users to access hundreds of magazines, have advertised itself with the tagline:
Like Netflix for magazines.
From reading on the topic, it seems like there are four categories for using another brand in an ad:
- Fair Use
Tarnishment & Parody: I think it's safe to say the example above is not tarnishment or parody.
Comparative: Comparative seems to center around doing some sort of actual comparison with a competitor, like comparing Coke to Pepsi.
Fair Use: It seems like the statement above would fall under fair use, but I'm unclear if it's acceptable fair use. I don't think anyone would mistake the statement as implying in any way that Netflix endorses Texture, but the comparison does make use of the value of the Netflix brand (namely, it being a comprehensive repository of an entertainment product).