Brand associations create meaning in consumers' minds by generating favourable attitudes, emotions, and perceptions towards a brand, thereby influencing purchase decisions and organisational outcomes. Despite extensive studies on brand equity and organisational performance, limited empirical evidence exists regarding the effect of brand association on the non-financial performance of restaurants, particularly within emerging economies. This study sought to examine the effect of brand association on the non-financial performance of medium-sized restaurants in Kisumu City, Kenya. The study was anchored on Aaker's Brand Equity Theory and adopted a correlational research design within the quantitative research paradigm. A saturated sampling technique was employed to select 52 owners and managers from a target population of 60 registered medium-sized restaurants in Kisumu City. Data were analysed using descriptive and inferential statistics, particularly simple linear regression analysis. The findings revealed that brand association had a statistically significant and positive effect on the non-financial performance of medium-sized restaurants (β = 0.643, p < .001). The regression model explained 56.7% of the variation in non-financial performance (Adjusted R² = .567), and the overall model was statistically significant (F(1,50) = 67.659, p < .001). The study concludes that brand association is a significant predictor of non-financial performance among medium-sized restaurants. The study recommends that restaurant managers should deliberately cultivate strong and positive brand associations that foster emotional attachment, favourable perceptions, and enduring relationships with customers, thereby enhancing customer satisfaction, retention, and overall organisational performance.