... MEASURING BRAND EQUITY INDEX IN PAPER INDUSTRY – THE CASE OF DOUBLE A INTERNATIONAL NETWORK COMPANY LIMITED In Partial Fulfillment of the Requirements for the Degree of MASTER OF BUSINESS ADMINISTRATION ... Brand association Brand association is defined as anything linked in memory to a brand and brand image as a set of associations, usually in some meaningful way (Aaker, 1991) Moreover, brand association ... its brand strategy so that the brand performance can improve year by year Keywords: Paper industry, Brand, Brand equity, Brand awareness, Brand association, Perceived value, Brand loyalty, Double...