"Have you checked out http://www.brandtags.net/?  It is a very interesting concept where you are shown a logo, and then are asked to type in a word or phrase that describes the brand.  There is also a feature where you can see a "word cloud" showing you the most popular words used to describe each brand.  Now, certainly this is a biased sample of the world because the site has become popular with bloggers and online social media folks, but I still found it interesting to see how different brands were perceived." https://blog.hubspot.com/blog/tabid/6307/bid/4138/your-brand-unfiltered-instantly.aspx