Abstract: Brand associations are informational nodes linked to the brand node in consumers’ memory and reflect a brand’s image. Brand association is an important component of brand equity and characterized by network structure, cluster, dual-direction, metaphor, implicit and multi-dimensions. Brand associations represent the bases for purchase decisions and for brand loyalty. Companies need to build a set of favorable, strong and unique core brand associations for differentiating from the compete brand. Measuring brand associations include identifying competent of brand associations and associations network. Future research issues include definite description of brand associations, conceptualization of the dimensions of brand associations, and improving of measuring techniques and so on

Key words: brand association, brand equity, brand measure