Keller (2003) described that, whenever a marketer creates a new name, logo, or symbol for a new product, he or she has created a “brand”.The main purpose of this study is to examine the relations between brand awareness, brand association, brand affect and also to find out demographic influence on brand awareness in Honda Activa motorcycle owners in Puducherry city. In this regard, a survey was conducted on Honda Activa motorcycle bike owners in Puducherry city. The primary data was collected from 100 Honda Activa bike owners through an interview schedule.. Contrary to expectation, brand awareness and brand association has a relatively higher influence on the brand affect. This study establishes possible ways for a company to concentrate its developmental efforts in order to make it profitable.

KEYWORDS: brand, advertising, growth, brand awareness, brand association