See, I'd have said Ford was Boardman. Reliable, affordable, everywhere.
Cube/Focus would be the good, but well priced, Japanese brands - Honda, Mitsubishi, Nissan.
Carrera are the Koreans - Hyundai, Kia. If you have one you're happy with a perfectly functional and reliable bike, but you try to avoid admitting it.
Specialized, Trek, Giant - enter the expensive 'Check out my ride' German cars - your Audis, BMWs, Mercs
Campag, Colnago, Pinarello - the italians (not Fiat of course), the Ferraris, Lambos.