In marketing research, the metaphors used by participants provide insight into the consumer mind as they reflect thoughts in their purest form. The ZMET application, which aims to capture and interpret metaphors in consumer research, offers researchers a valuable methodology in this regard. This study examined the brand images of Google and Yandex — two major players in the IT sector that provide companies and countries with competitive advantages on both local and global scales — using ZMET. The findings and conclusions can guide brands planning to enter this field in Turkey.