The study aimed at the effect of brand associations on the marketing performance of Uganda Breweries Limited. Qualitative primary research was then undertaken through a series of intensive one-on-one interviews held with 30 marketing managers and brand managers across varying Uganda Breweries Limited departments to gain rich internal perspectives on the brand associations aimed to be crafted and those believed to be currently held in customers' minds. Meanwhile, eight focus group discussions were moderated with diverse profiles of beer drinkers to capture unprompted brand associations that spontaneously emerged upon mentioning the names of competing brands and exploring linkages to consumption priorities and occasions. The results of the regression indicated that the overall variance in Marketing Performance explained by brand associations was 14%, implying that the customer associations to UBL brands influence Marketing Performance. Brand associations were positively related with Marketing Performance (β=0.374, <0.05). This implied that higher levels of brand associations lead to higher levels of Marketing Performance. The results of the regression also indicated that there is a low positive relationship between brand associations and marketing performance as explained by the small value of R=0.140. It was identified from the study that much as UBL already has CSR programmes in motion such as tree planting drives, water provision for underprivileged communities and ‘responsible drinking and driving’ campaigns as well as providing boda-boda riders reflector jackets to avoid night accidents and these initiatives were beneficial, they were not publicized enough in the media. The majority of respondents also felt that these programmes were not relevant enough to their general needs. The study findings also revealed that brand associations had the highest contribution to UBL’s Marketing Performance.