This research investigates the relationship between brand recognition and consumer associations with Winmart. The six formulated hypotheses (H1 to H6) posit positive influences of brand recognition and recall on attribute-based, benefit-based, and attitude-based associations, all of which demonstrate statistical significance. The research methodology involves constructing a model and designing a survey questionnaire comprising 23 observed variables measured on a 5-point Likert scale. Evaluation of these measures includes Exploratory Factor Analysis (EFA) and Cronbach’s Alpha to ensure their reliability. The research model and hypotheses were tested using the partial least squares structural equation modeling (PLS-SEM) method. The sample size is determined following the 5:1 rule, with respondents selected from Can Tho City, familiar with the Winmart brand. Employing both face-to-face and online surveys, strategic face-to-face interviews yield 147 valid responses, supplemented by an online survey generating 62 valid responses. The cumulative dataset of 209 valid survey responses, combining both methodologies, ensures a comprehensive and diverse representation. This research contributes valuable insights to academia and industry. The statistically supported findings shed light on the intricate dynamics between brand recognition and consumer associations, holding implications for strategic marketing decisions not only for Winmart but also for similar brands operating in Can Tho city, Vietnam.