A core component of CBBE is the network of brand associations in consumers memory (Christodoulides and de Chernatony, 2010, Keller, 2003). These associations include functional qualities, benefits, purchase and consumption situations (Keller, 1993). Brand associations can underpin the consumers propensity to consider and buy the brand. Under an associative model of memory structure and retrieval (Anderson and Bower, 1979, Collins and Loftus, 1975). Brand association generally means anything that consumers think or relate to a given brand. This linkage is mental and may elements of the brand such as product attributes, product uses, life style, product class, its competitors and country of origin of the brand. Brand association refers to how consumers perceptions in respect to a brand are reflected and stored in their memory.