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I am only guessing, but I would imagine that part of the popularity of the attitude of lions rampant (so once you allow for the relatively obvious reasons for choosing a lion as opposed to some other animal) might just be that it fits a shield or the breastpiece of a tabard nicely. All the other attitudes (except salient, maybe) are less optimised to the tall-and-narrow proportions and leave lots more space that needs filling:
(The order above being rampant, passant, sejant, statant, couchant; I couldn't find a decent image of salient, unfortunately.)
Equally, of course (and giving a reason to prefer rampant over salient), it's the most aggressive fighting stance of the leonine attitudes, which I guess would have an obvious appeal, given the context.
Upvote:-3
The rampant lion was the symbol of king Richard the lion heart
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A Jewish person told me the lions rampant represented the twin sons of Judah, son of Jacob/Israel. If I remember correctly, the red lion rampant represents Zerah, because he was first born as indicated by the red thread placed around his wrist, and the gold lion rampant represents Perez, because he was first to completely emerge from the womb. Don't quote me on this. I came to this website hoping to find the answer.
As coats of arms are the same thing as a signature, it is considered forgery to use a symbol you're not entitled to, and is punishable by law....even today.