If you associate someone or something with another thing, the two are connected in your mind.

If you are associated with a particular organization, cause, or point of view, or if you associate yourself with it, you support it publicly.

If you say that someone is associating with another person or group of people, you mean they are spending a lot of time in the company of people you do not approve of.

Your associates are the people you are closely connected with, especially at work.

Associate is used before a rank or title to indicate a slightly different or lower rank or title.