Branding is prominent in the comms team at the moment here are work. We're all busy implementing our new visual identity, and there's a load of people doing work in internal engagement and so on.
Interesting to come across this site - Brandtags.net - which allows people to tag various well known consumer brands with the values and attributes they think are most appropriate.
Some very interesting things going on - check out SAP for instance. We're loving that one of the main brand associations is "??" Go figure.
(and no, we're not on there, so don't try)