Brand (fire) was therefore assimilated. The previous association does not constellate this assimilation. Brand however, has an unpleasant tone and this is associated in his mind immediately with the meaning of acute alcoholism
Jung demonstrates that the word ‘Brand’ functions as an affectively charged conductor linking fire-imagery to repressed memories of alcoholism, illustrating the censor’s substitutive deflection of a painful complex.
, Experimental Researches, 1904thesis