LDRB r3, [r0] not loading the first byte into r3

r0 = 0x00000090
string in r0 in Memory view shows - and the man said they must go
LDRB r3, [r0]
After this if i check r3 = 0x00000061
in Memory it shows Q...S
I am using Keil to run this ARM7 big endian assembly.
LDRB is supposed to load 1 byte into r3 but it doesnt seem to be doing so.
r3 memory view should have been a.. as it would have loaded the first byte from the string and the man...
Either I am looking at the wrong place or sometimes I have noticed that Keil doesnt work properly.