The main aim of this study was to provide empirical evidence on the effect of Brand equity onrnpurchase intention of Ambassador Garment and Trading PLC in Addis Ababa. A quantitativernresearch approach was applied to collect data from the consumers of Ambassador Garment; inrnwhich 384 respondents were included. The target population for this study includes consumers ofrnAmbassador Garment and Trading PLC in Addis Ababa. Simple random sampling technique wasrnemployed to select the branch of Ambassador Garment where the questionnaire was distributedrnby using lottery method and finally Convenience sampling was used in order to select the targetrnconsumers from the selected branch. To accomplish this, a questionnaire survey was conductedrnby taking the most important Brand equity dimensions that were identified by severalrnresearchers from literature. For the sake of achieving the objectives of this study, questionnairesrnwere analyzed using descriptive and inferential analyses with the help of SPSS version 23rnstatistical software program. The study reveals that all Brand equity dimensions such as Brandrnawareness, Brand perceived quality, Brand association and Brand loyalty have significant andrnpositive effects on consumers purchase intention of Ambassador Garment. The result confirmsrnthe hypothesized relationships in the research model. Thus, marketers in the AmbassadorrnGarment needs to carefully consider the brand equity components when designing their brandingrnstrategies and apply this concept in a more focused and thorough manner. Marketers are alsorncalled on to adapt their branding approaches to fit each marketing environment and enhancernbrand loyalty to reduce the shifting behavior of consumers. The paper clarifies the relationshipsrnbetween the four brand equity model components and purchase intention