Humans experience the world via modality, that is, our five senses: vision, hearing, taste, smell and touch. Given these are the physical ways we ingest information, it is therefore valid to explore both concrete and abstract topics via these lenses. For example, think about Starbucks. What visual cues do you associate with it? And so on for sounds, smells etc.
The purpose of this exercise is to establish what the primary modal inputs are for a brand, and therefore provide more context around the opinions held of it.
It is worth noting that not all brands are weighted towards modal input. For example, using Google is less of a sensory experience than going to Starbucks, but we can still use the modes and senses to explore associations with them in an indirect manner.