I ran across the site brandtags.net a few months back. It is an experimental site where users can “tag” a brand that is displayed with words that are top of mind. It is a must see for someone interested in brands. Obviously this is not a representative sample of users tagging brands, but it is useful for a new perspective and method of brand research. You can browse brands that have been tagged using this link: http://www.brandtags.net/browse.php
Happy brand tagging.