To analysis the problem, the theoretical concept of secondary associations is the best method to be applied for the explanation. Keller et al. (2002) state that secondary brand association is when the brand has a strongly linked with other name or label from the consumer’s knowledge and it can help to reinforce the existing association to be more clearer which can be created by linking the brand into 8 categories; companies, countries of origin, distribution, co-branding, licensing, celebrities endorsements, sporting and third party source.