What is the brand associated with?

When I had a "Online brand building course" in MBA, there was a phrase I could not pick up on.
A lecturere asked us "What is the brand associated with?".
So we were supposed to discuss it with students next to us.
However, I could not catch on what she said. A student next to me explained about the meaning.
Whenever I listen to what a native are taling about, I misunderstand it.... Need to practice more!