I’ve already posted about the possibility to check if Google is suggesting a certain TM as a keyword when searching for generic products or another trademark. One way of doing this is to use Google AdWord’s External Keyword Tool. Another way of performing the same task was brought to my attention by a blog entry by Heiko Schneider in which he described the a Google search feature called “Wonder Wheel”.
This feature is only available on the Google.com site and well hidden behind the 
function on the SERP. Using this function a user can steadily redefine his search and keep navigating around in a topic. From an advertiser’s point of view this function can be used to search for (other) relevant Keywords.
Google search for "rolex watch" and subsequently "luxury watch"
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