We ask this at Latana because it benefits you. Brand associations allow you to see which attributes your target audience associates with your brand, or the brands of your competitors.
With this quesiton, you should ideally pick those specific traits or USPs which you would like your customers to associate with your brand (or those you suspect they don't), to see whether or not that is true for each trait.
For example, if you choose a positive attribute to measure, and the resulting score is low - that means it's scoring badly for attribution. In addition, we at Latana suggest that you select only positive associations to measure. This helps avoid confusing the customer, and confusing your dashboard results.