In this sense we are talking about the brand burton

- Collect brand associations (top of mind associations) from 10 people in the target market for your brand (e.g., ask "what comes to mind first when I mention brand X and/or "what are the top five words that come to mind when you think of brand X? - If brand X were a person, what would she or he look like? What would it be wearing? Characteristics? Personality? Shortly describe the brand as a person. - And then, ask them how/why they have come to have such top-of-mind associations or perception. - Summarize the responses from 10 people into the 5-10 strongest brand associations (or common themes) either negative or positive, and report them, along with the respondents' reasoning - Include a short profile of your respondents (gender, age, whether the current user of the brand or not, etc. You should ask the people who know the brand