A flagship species is a species chosen to represent an environmental cause, such as anrnecosystem in need of conservation, it is chosen for its vulnerability, attractiveness orrndistinctiveness in order to best engender support and acknowledgement from the public atrnlarge. Brachylaena huillensis O.Hoffm (Asteraceae) is a threatened economicallyrnimportant tree species commonly found in dry coastal forests of Tanzania and a potentialrnflagship species in conservation of its habitat. The study was done around Dindili forestrnreserve, Fulwe village, Morogoro, to assess B. huillensis standing and harvested woodrnstocks, coppice regeneration, use, management and its flagship species potential inrnconserving its habitat. Data were collected using forest inventory, focus group discussionrnand quantitative ethnobotany (use values, direct matrix ranking, preference ranking andrnstructured interview). The standing wood stock of B. huillensis, was found to bernsubstantial as revealed by relatively high tree density (15 stems per/ ha), basal arearn(0.73m2/ha), volume (5.63m3/ha) and IVI (13.87). B. huillensis was found to be highlyrnharvested as indicated by over one-third of previously standing wood stock alreadyrnharvested. The observed preferential harvesting of female B. huillensis tree presents arnserious ecological threat to its future successful reproduction. B. huillensis densityrndistribution by dbh classes showed abnormal trend, which signify poor recruitment andrnregeneration. The results of coppice regeneration found B. huillensis to be a very poorrnresprouter. However, its regeneration from seed is promising in the forest reserve. Thernspecies (B. huillensis) was found to be known by 84% of respondents and used by 78% ofrnthem for different purposes. The species is intensively utilized for poles and posts asrnmentioned by 76% of respondents, its poles were claimed to be durable and extremelyrnresistant to termites. Results of preference ranking showed that it is the most preferredrnspecies for building poles and the most sold tree species; it was also positioned second inrncarving use category. B. huillensis was found to be a useful multipurpose tree species asrnit was ranked second and fourth in direct matrix ranking and use values respectively. Thernongoing Joint Forest Management (JFM) of the forest reserve does not show positivernresults, mainly due to lack of important socio-economic considerations during itsrninception. Frequent fires threaten the perpetuity of the studied coastal forest. Based onrnthe developed criteria, B. huillensis was found to be an excellent flagship species inrnconservation of its habitat. Among others, the study recommends research on B.huillensisrnsex-ratio, restoration of its normal regeneration trend in the forest reserve and review ofrnJFM.