Sales personsâ€™ personality traits have a huge effect on organizations brand image (Magandini and Ngwenya, 2015). Literature review showed that there was no sufficient evidence to demonstrate the effect of personality traits on organization brand image. Hence, this study was conducted using a case of ethio-telecom. The study used quantitative study involved 123 sales persons and 10 purposively sampled interviewees from 10 sales branch offices in Addis Ababa. The quantitative data was cleaned, organized and analyzed using STATA version 11 software and qualitative data was analyzed using appropriate qualitative data analysis method.rnThirty-five (28.5%) were between 26 â€“ 30 years of age, 52.0% were males and 68.3% were married. The majority (75.6%) were first-degree holders and fifty-seven (46.3%) earn between 5,000 â€“ 10,000 Birr per month. Fifty-six (45.5%) of the study participants has worked above 10 years in ethio-telecom and nearly half (48.8%) worked as sales persons between 2 â€“ 5 years. The personality trait finding showed, 64.3% had openness, sixty-three (51.2%) had conscientiousness, 57.8% had extraversion, 65.9% had agreeableness and eighty-six (69.9%) had low neuroticism personality trait. Over four in ten study participants reported that ethio-telecom did not have good brand image among its customers and nearly half of them reported that ethio-telecom did not have a good brand image among the public, media and its employees. Years of experience in ethio-telecom was found to be a significant determinant (p