For Bud Light, it’s beer, cheap, cheap beer, and crap and drunk and football and others. For Apple, it’s design, cool, ipod, mac, and others. For Exxon, evil, gas, oil, spill, valdez, with some additional disaster, and spill, and so on. These are word associations, by the public.
For example, see what comes up with McDonalds. It’s a cloud tag, meaning that the more often a word is used, the bigger it appears. I started clicking around.
What a great illustration of branding, the way certain words, and ideas and images associated with words, stick with a brand. Like it or not.