The company Microsoft could be referred as "microsoft", "ms" or "m$" etc. We may say these names are alias to one single identity. If you want to store the "alias" relationship, you might have to do it as the following pairs
microsoft ms
ms microsoft
microsoft m$
m$ microsoft
ms m$
m$ ms
Or maybe there's a better approach?
You can accomplish this with a "TAG" schema.
interest
--------
iPK
value
junction
---------
iPK
aPK
alias
-------
aPK
value