The aim of this research was to provoke a more in-depth reflection on the influence of brand image on purchasing decisions of consumers. In order to comply with this, a questionnaire was prepared and a survey was conducted with 100 respondents. The data revealed that brands have a strong influence on the purchasing decision. The study clearly shows that people often buy branded products because they are aware of the brand's performance. or maybe they have good brand experience. This makes the customer loyal to the specific brand. The brand offers a quality of service that exceeds customer expectations and satisfaction. Moreover, people are very attached to branded products because majority of them buy the branded products with the belief that brands show their status and lifestyle in society. And also because they believe that they are buying quality when they buy branded products. Since length of stay impacts consumer behavior, brand image verification, brand loyalty, and personality should be considered as important factors in this regard. It can also be said that there is a need to improve the product of a particular brand so that the impact of the brand on consumer behavior is more effective compared to the existing scenario. The study also shows that product features are essential for consumers. Advertising plays a very important role in the growth of any product or brand. The right media for advertising products and services should be chosen to attract the attention of the customer. FINDINGS • The overall impact of the brand on consumer behavior is moderate Brand name, brand loyalty, after-purchase service, product verification; symbolic average...... middle of paper...... No7. Influence of price on purchasing decision? Yes No Sometimes8. Influence of product characteristics on the purchasing decision? Yes No9. Influence of family members on purchasing decision? Yes No10. Influence of advertising on the purchasing decision? Yes No11. Would you like to change your brand preference if you have a promotional program with another brand?• Yes• No• I can't say12. Do you think branded products are better than unbranded products?• Yes• No13. Are you satisfied with your brand?• Yes• No• I can't say14. Would you like to suggest your brand to others if you find the product quality and features satisfactory?• Yes• No